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Road safety ad warns of danger of even a little alcohol

LONDON - Young people are to be targeted in a new £1.4m advertising campaign highlighting the danger of driving after having even a small amount of alcohol.

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Aimed at 17- to 29-year-olds, the ad shows a car driving into a pub to illustrate the point and capture the impact of an accident. It will be screened for three weeks on national television this summer, with another burst of activity in the run-up to Christmas.

David Jamieson, road safety minister, said: "Many people need to rethink how much they drink before they drive and this graphic campaign highlights the dangers of drinking even a small amount of alcohol. Far too many people are killed and seriously injured in road accidents involving drinking and driving every year. If you need to drive then don't drink -- it's safer."

The campaign has been created by Leo Burnett, with media planning and buying by Carat. It was written and art directed by Paul Jordan and Angus Macadam, and directed by Ringan Ledwidge through the production company Small Family Business.

The Department for Transport said that in 2002, 560 people were killed in drink-drive related accidents and 2,820 were seriously injured.

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