A £3 million summer anti-drink drive campaign aimed specifically at young men has been launched by the government.
Spearheading the campaign is a new type of TV advert, not showing blood and guts, but revealing the social consequences for a young person caught driving while over the legal limit.
Transport Secretary Ruth Kelly said: ‘Drink drivers are a danger to themselves and others and there is no place for them on our roads.
‘Thirty years of sustained government campaigns have successfully changed attitudes and helped to significantly cut alcohol-related road deaths. But extensive research has told us that if we want to have an even greater impact on young men we need a new approach.’
Moments of Doubt
The advert is called Moments of Doubt and shows the shameful reality of being caught drinking and driving, showing it will ruin someone’s life.
Ms Kelly went on: ‘A criminal conviction, minimum 12-month ban and stiff fine are all guarantees – and these will limit both your career prospects and social life.
‘I don’t think I can be any clearer.
‘If you are planning a night out this weekend or in the future have a good time but if you are drinking, leave the car keys at home.’
Zero alcohol level
Meredydd Hughes, of the Association of Chief Police Officers and Chief Constable of South Yorkshire Police, said: ‘You don’t have to be in an accident to be stopped by the police and breathalysed. That extra pint could mean you lose your licence, are fined or go to prison.
‘The only way you can be sure you’re not over the limit is by not drinking at all. The police’s job is to keep people safe so think, don’t drink and drive. Not today. Not tomorrow. Not ever.’
The summer campaign follows a report earlier this week from the House of Commons Transport Committee recommending that the age for young drivers to be able to go on the road alone after their test be raised from 17 to 18.
The committee also recommended drivers should be subject to a zero alcohol level for the first year after they pass their test.
Statistics have shown that although drivers aged 17-25 make up a small proportion of the motoring population, they are responsible for a large number of accidents.
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