In the South East, more than 960 people were hurt in drink drive related accidents at weekends last year, with more than a third of these injured between 10pm and 3am.  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 has been launched by the Department for Transport.

Road Safety Minister Jim Fitzpatrick has been out 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 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.”

The legal limit in the UK is 80 milligrammes of alcohol in 100 millilitres of blood. There is no failsafe guide as to how much you can drink and still drive safely. It depends on various factors, including age, gender, weight, metabolism, and the amount and type of drink involved.

The THINK! Christmas drink drive campaign will again be supported by a range of organisations associated with the drinking environment providing in-kind sponsorship. They will help to deliver messages to an audience of potential drink drivers at crucial decision making moments. The partners involved include: Marstons, Passionate Pubs, Shepherd Neame, Regent Inns, Brakspear, Frederick Robinson, Hydes Brewery, JT Davies, Hall & Woodhouse, Arkells, Greene King, Scottish & Newcastle, Admiral Taverns, Dairy Farmers of Britain, Carlsberg, Spar, Bii, BPPA, Newcastle Falcons, Sale Rugby, Scooterman and Becks.

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.

Isle of Wight Community News @Island Pulse.