A new advertising campaign has been launched by DriveSafe (the Greater Manchester Casualty Reduction Partnership*) in an effort to help tackle drink-driving during the festive period.
The 30 second radio advert, which is available to listen to online, has been produced by MediaCityUK based radio creative and production company, On The Eighth.
The advert features Manchester mother, Elaine Gordon, whose son James died in 2009. James accepted a lift from a driver who was twice the legal drink drive limit and was tragically killed when the car was involved in a collision.
In the ‘hard-hitting’ advert, Elaine describes the events surrounding James’ death, and the moment she was told that her son was about to take his last breath.
Stuart Morgan, On The Eighth, said: “We were given the brief by DriveSafe to create an advert that clearly gives the message of what the consequences of drink driving can be.
“To hear a mother talking about her own experience in losing her son makes it very real, and we were able to take the key moments of Elaine’s story to create a hard-hitting advert that people will hopefully remember this Christmas.”
Karen Delaney, Transport for Greater Manchester, said: “It’s a really important time of the year for us to get the message out about the dangers of drink driving and the tragedy it causes. This advert evokes so much emotion in just 30 seconds and we’re so grateful to Elaine for sharing her story.
“We wish everyone a very Merry Christmas and it’s quite simple, if you are going to be having a drink, leave the car at home.”
*The Greater Manchester Casualty Reduction Partnership comprises Greater Manchester’s 10 local authorities, Greater Manchester Police, Greater Manchester Primary Care Trust, the Greater Manchester Fire & Rescue Service, the Crown Prosecution Service, Her Majesty’s Courts Service and the Highways Agency.