Northern Ireland

DOE launches new anti-drink drive advertisement

The DOE is today launching its new anti-drink driving campaign
The DOE is today launching its new anti-drink driving campaign The DOE is today launching its new anti-drink driving campaign

DRINK and drug driving has caused more than 2,000 deaths and serious injuries over the past 15 years.

Last year alone alcohol and drugs accounted for more than 20 per cent of all road deaths.

The staggering figures have been revealed by the Department of the Environment as it launches its new anti-drink driving campaign today.

The campaign includes a new television advert, specifically targetting 18-24 year old men. An advert will also appear on social media, on Facebook, Twitter and YouTube, to reinforce the message.

The campaign spells out the legal consequences of being caught drink driving from imprisonment, to losing your licence and having to re-take your test.

It also tells the story of ordinary young men enjoying a night out and have their lives destroyed due to a delayed reaction.

Last year there were 16 deaths and 62 seriously injured casualties due to drink/drug related driving.

Environment minister Mark H Durkan said there have been "2,000 devastated families" over the past 15 years due to others driving after drinking or taking drugs.

"This new road safety campaign reinforces the need for motorists to 'Never Ever Drink and Drive'," he said.

"It stresses the impairing effects of alcohol on driving - even from the first drink. The message is designed to increase further the unacceptability of driving even after one drink, especially for younger males."

Police statistics show that 17-24 year-old males are most at risk of causing death and serious injury by drink and driving, either to themselves and other innocent road users.

"Our campaign is heavily targeted towards them with intense use of social media," Mr Durkan added.

"All drivers though who buy and consume a pint or any other alcoholic drink should realise it could be the most expensive one they ever had - ultimately costing them or other road users their lives."

PSNI Assistant Chief Constable Alan Todd said the new advert "illustrates there is no safe limit, so never drink and drive".

"Nobody should ever find themselves ever asking the question, I wonder if I'm OK to drive," he said.

"Or trying to calculate if they are under the drink drive limit, be it after one drink, or the morning after a night out. Do not take the risk.

"The consequences, as police officers and our emergency service colleagues witness first hand, can be catastrophic."