Government launches new drink driving campaign
- Published: 24/07/2007
The government has launched a new campaign aimed at attacking the "menace" posed by drink driving.
The campaign, worth £3 million and launched by the transport secretary Ruth Kelly, aims to communicate directly with the group most-commonly found to be the perpetrators of drink driving offences - young men.
It comes just as "worrying" statistics, revealing that weekends are the most likely time for someone to be killed or injured by a drink driver, are released.
"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 to take a new approach," Ms Kelly said.
"Today's launch tackles this head-on by moving away from traditional shock tactics specifically to engage young men more fully. 'Moment of Doubt' focuses on the shameful reality of being caught drink-driving and compellingly demonstrates how it will ruin your life, even if you are not involved in an accident as a result."
People caught drink driving are "guaranteed" to receive a criminal conviction, a "stiff" fine and a minimum 12-month ban, the transport secretary said.
The campaign, worth £3 million and launched by the transport secretary Ruth Kelly, aims to communicate directly with the group most-commonly found to be the perpetrators of drink driving offences - young men.
It comes just as "worrying" statistics, revealing that weekends are the most likely time for someone to be killed or injured by a drink driver, are released.
"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 to take a new approach," Ms Kelly said.
"Today's launch tackles this head-on by moving away from traditional shock tactics specifically to engage young men more fully. 'Moment of Doubt' focuses on the shameful reality of being caught drink-driving and compellingly demonstrates how it will ruin your life, even if you are not involved in an accident as a result."
People caught drink driving are "guaranteed" to receive a criminal conviction, a "stiff" fine and a minimum 12-month ban, the transport secretary said.