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Drink drive campaign launched this week for the festive season

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The annual THINK! drink driving campaign is scheduled to launch this week in a bid to tackle drink driving during the festive season.

Every year THINK! launch their campaign to try and get motorists to think twice when it comes to drinking and driving. The festive season can see many people attending work and family parties or just a drink down the pub with friends, but it is important to remember the consequences of deciding to drink and drive.

The strategy of the campaign highlights the ‘moment of doubt’ and shows the consequences of being caught. The campaign will also coincide with the Association of Chief Police Officers (ACPO) Christmas enforcement activity.

The television campaign, due to be aired this week, is targeting young men aged 17- 29 as statistics have shown they are represented in the drink driving statistics and are more likely to admit to drinking over the limit.

Last year it was found that driver’s aged 20-24 failed more breath tests compared to any other age group. The number of deaths and serious injuries were also high as a result of motorists drinking and driving.

THINK! campaign has teamed up with Coca-Cola again for their designated driver campaign which will see over 8,000 pubs throughout the UK offering a buy-1-get-1 free promotion on soft drinks.

Edmund King, president of the AA said: "There is no excuse for drink driving which resulted directly in 280 deaths last year as well as ruining many more lives through fines, loss of driving licence, prosecution and imprisonment. Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink.”

Click here to view the drink driving advert and campaign by THINK!

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By Amanda Bainbridge