Will you see a criminal when you look in the mirror this Christmas?
Wednesday 30 November 2011
The message that every convicted drink driver is a criminal is the focus of a major Midlands Christmas drink drive campaign that is being launched today.
The campaign across the whole of the region will target people who think they are safe to drive believing they have only had a couple of drinks, have sweated it out at the gym or have slept it off.
In 2009, 93,000 people were caught and convicted of drink driving in Great Britain.
The focus will be on videos and blogs of five everyday characters who unwittingly took a risk. It will build on last year's successful Amy's Story in which a moving blog described how an unlikely young woman became a drink driver and therefore a criminal because she drove the morning after a party. The campaign prompted reaction from all over the region.
Tim Philpot, regional spokesperson for Road Safety GB said: "Most people don't set out to be drink drivers. They get behind a wheel believing they can't possibly be over the limit because they stopped drinking hours before or because they've been to the gym or had a black coffee."
Inspector Greg Jennings, West Midlands Police added: "There are still too many people who think it's OK to drink and drive. The truth is, the only safe level of drinking when you are planning to drive is zero because any amount of alcohol will impair your ability to drive safely."
The campaign is being backed by West Midlands including Coventry, Walsall, Solihull, Birmingham, Sandwell, Dudley and Wolverhampton, West Mercia which encompasses Herefordshire, Worcestershire, Shropshire and Telford and Wrekin as well as Warwickshire and Gloucestershire.
Posters in pub washrooms and on mirrors and nearly 300,000 beer mats will urge people to watch an internet viral campaign of five fictitious characters who have their lives torn apart because they have taken a risk when they were unaware of the odds.
Tim Philpot said: "The fact that the whole of the Midlands is working together means we can put out a really impressive campaign. There won't be anywhere in the Midlands where people won't be reminded about Amy, Cheryl, Leon, Colin and Ryan....all normally law abiding citizens who thought they were OK to drive. We want to people to take a good look in the mirror this Christmas and ask themselves: 'Do I want to be a criminal?"
In Coventry, police will be carrying out drink drive checks during December, and there will be roadside photo opportunities. If you want more details contact Melanie Statham, Senior Road Safety Officer, on 07749 998848.
