Binge drinkers cost us a billion
Jul 1 2004 By Ross Smith, The Journal
Pub crash drives home advert's message
A hard-hitting summer drink-driving campaign aimed at men in their 20s was launched yesterday.
Asking the question "When do you decide to become a drink-driver?", it was launched at the Chester Moor pub on the busy A167 between Chester-le-Street and Durham City.
A shocking video to be shown through the summer simulates a car crash in a pub, with patrons and tables flying across the bar.
The £1.4m campaign will appear on TV and radio and in cinemas and aims to be a graphic depiction of the possible consequences of having any alcohol.
It is aimed primarily at 20 to 29-year-olds, an age group among whom a worrying trend for drink-driving has developed.
The Department for Transport is trying to put across the message that people become drink-drivers the moment they decide to have an alcoholic drink.
The Chester Moor pub was chosen for the launch as it is a typical example of the country bars people flock to in the summer months, but need transport to reach.
Manager Kelly Armin said: "We feel it is important that people come and enjoy themselves but that they act responsibly, making sure one person in the party is not drinking if they are driving."
The advertisement is the latest in a line of TV campaigns which have cut deaths and injuries from drinking and driving. Recent figures, however, show that fatalities have risen nationally in the last year or two.
Andrew Johnson, head of road safety for the Government Office for the North East said: "There is no failsafe guide as to how to stay under the legal limit or how much you can drink and drive safely. The bottom line is, if you are going out for a drink, don't drive."
Alan Kennedy, road safety officer for Durham County Council, said: "There was a time when we thought it was mainly middle-aged drivers drink-driving, but we have a trend among younger drivers."
