Road Safety Minister unveils fresh drink-drive campaign

Date: 6/6/2013

Road Safety Minister Stephen Hammond has announced that a fresh THINK! drink-drive campaign will be launched in a bid to raise awareness of the consequences of the offence.

A total of £740,000 will be spent on the initiative, which will see radio adverts, pub posters and a short online film employed to ensure motorists understand the risks associated with getting behind the wheel after drinking.

It was also announced that police across the country are planning to carry out extra checks on drivers throughout the summer to complement the new scheme.  

Mr Hammond said: "Nobody wants to spend their summer in a prison cell so whether you are drinking in the pub or at a friend's barbeque, make sure you do not drink and drive - it could have devastating consequences for you and for others."

The announcement comes after a poll conducted by Populus on behalf of the AA found that 31 per cent of motorists believe they are at their happiest when driving.

What's more, with 76 per cent of 18 to 24 year olds revealing that they would find it difficult to see friends and do other things they enjoy without their cars, the fresh campaign aims to emphasise the risk that people can lose their licence if they fail to comply with the law.

Indeed, AA President Edmund King explained that drink-drivers face the threat of losing their independence and witnessing a dramatic change in their lifestyle.

"AA/Populus research shows that one third of drivers are happiest behind the wheel of a car, whilst one third rely on their car to maintain their relationships. It's not just freedom of the road drivers lose by drink-driving - it's freedom, full-stop," he said.

According to the Institute of Advanced Motorists, the cost of a drink-drive conviction could be as much as £50,000 if someone loses their job as a result, receives a maximum fine and incurs average legal costs alongside increased insurance premiums in the future.

Posted by Mary Treen

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