Thursday, May 29, 2008
The £1.6m summer campaign with new radio adverts emphasises that a drink drive conviction stays on your licence for 11 years - affecting your job prospects and serving as a constant reminder of the 12-month driving ban you received for driving while over the limit.
Jim Fitzpatrick said:
"Drink drivers put themselves and others in serious danger, but getting behind the wheel after drinking can have a devastating impact on your life even if you avoid a crash. You'll get a minimum 12-month driving ban and a large fine - and the record will stay on your licence for 11 years.
"As the weather gets warmer we all want to be out enjoying ourselves and might end up drinking when we hadn't planned to, but that doesn't mean we have to drive home. If you've had a drink use public transport or take a taxi - otherwise that quick pint might end up lasting 11 long years."
The new THINK! adverts highlight just how long a drink drive conviction stays on your licence by pointing out what else you will do in the 11 years. For example:
* Your heart will beat 400,000,000 times
* You'll breathe enough air to fill 20 hot air balloons
* You'll eat enough potatoes to fill 6 phone boxes
* You'll drink 36 bathtubs full of water
* You'll climb enough stairs to ascend Mt Everest twice
* You'll sweat enough to fill 1,612 fish tanks.
As well as the new radio adverts and in-pub advertising the summer drink drive campaign features TV and cinema advertising and a partnership marketing campaign. It runs from June 2 to August 10.