To remind drivers, and young men in particular, just how badly getting behind the wheel after drinking can affect their lives, the Christmas drink drive THINK! campaign was launched by the Department for Transport today.
Road Safety Minister Jim Fitzpatrick was out with Sussex Police in Crawley on Thursday [29 November], to see for himself how dedicated the Police are to taking drink drivers off the road this Christmas. He said:
"Drink driving ruins lives. Last year 540 people died in this pointless, avoidable way - that's lives shattered and the dreams of family and friends devastated.
"I have been out with Sussex Police on their first Christmas crackdown this year, and was amazed at how even the smallest sign can give drink drivers away to these highly trained officers. Being caught has serious consequences - a criminal record, minimum one year driving ban and large fine. It's just not worth paying this price for a couple of drinks at the Christmas party. Leave the car keys at home."
As well as new radio and internet adverts the THINK! Christmas drink drive campaign will include this summer's new Moment of Doubt TV advert, cinema and in-pub advertising and partnership marketing. The campaign will also hit the road to remind drivers that they have too much to lose from having even one alcoholic drink with shoppers, commuters and party goers in major cities targeted.
Roger Singer has been a tutor on the DfT's drink driver awareness in the South East since the pilot in 1993; he has met thousands of convicted drivers over the years. He said:
"Loss of licence is just the start, the inconvenience is massive.
"Drivers don't realise they will have a criminal record. If they happen to be, say, a part time youth squad coach, classroom helper or similar they will have to declare that offence forever"
