In a move to raise awareness of the consequences of a conviction, the THINK! 2013 summer drink drive campaign is reminding drivers that if they drink drive they run the risk of losing their car.
The campaign message is backed by the results of a survey which shows that two thirds of UK drivers would be devastated if they lost their car.
In the survey, commissioned by the AA and conducted by Populus, 31% of motorists said they are at their happiest behind the wheel, and 16% of respondents rated having a car as the best thing in their lives.
When it comes to young drivers aged 18-24 years, 76% of respondents said that without a car they would find it difficult to see friends and do the things they love, and 88% would be devastated if they could not drive.
The £740,000 THINK! campaign will deploy radio adverts, pub posters and an eye-catching online film to drill home the message that motorists face heavy costs if they drink and drive. The campaign is being launched in conjunction with plans by the Association of Chief Police Officers to carry out extra checks on motorists over the summer.
Stephen Hammond, road safety minister, said: "Drink driving is a menace and drivers should be clear that if you get behind the wheel over the limit this summer, you will lose your licence, get a criminal record, and face a fine – you could even end up in jail.
“The findings of this poll are clear; drivers love their cars and a drink driving conviction would not only leave a massive hole in their pockets, it would leave a massive hole in their lives.
"Nobody wants to spend their summer in a prison cell so whether you are drinking in the pub or at a friend’s barbeque, make sure you do not drink and drive – it could have devastating consequences for you and for others."
Edmund King, AA president, said: "This research shows that one third of drivers are happiest behind the wheel of a car, while one third rely on their car to maintain their relationships. It’s not just freedom of the road drivers lose by drink-driving – it’s freedom, full-stop."
FOOTNOTE FOR ROAD SAFETY GB MEMBERS: a more detailed THINK! briefing note relating to this campaign is lodged in the members’ area of this website.