Not drinking is only safe way warns government push
LONDON - The government is warning people that there is no safe way of working out how much alcohol is in their bodies, in an attempt to cut drink-driving-related accidents during the festive period.
At the centre of the campaign is Leo Burnett's television ad campaign warning people that even a small amount to drink is dangerous. It shows a group of friends in a pub. The driver in the group grudgingly takes a second pint from his friend who assures him that two drinks is safe. They then see an attractive woman who starts walking towards them, but then, as if they are in a car later in the evening, they hit her and she flies across the room.
The strapline, "It takes less than you think for your driving to be impaired", will be extended across a number of media, including 9m milk cartons, after the Dairy Farmers of Britain provided space on Dairygate packaging.
Other partners for the campaign include Threshers, which will use the Department for Transport's "Think!" logo on its point-of-sale material; the pub chain JD Wetherspoon, which along with Britvic has created a range of non-alcoholic cocktails; and Autotrader, which is supporting the anti-drink-driving campaign with advertising in its newspapers and online.
The government is responding to figures showing that 560 people were killed in drink-drive related crashes in 2003, and 2,600 were seriously injured.
Alistair Darling, transport secretary, said: "As we enter the festive period it is essential that motorists remember that if they are going to drink, they should either leave their car at home or get someone else to drive. You can't calculate your own drink-drive limit and the only safe way is not to drink and drive."
The television and radio ads start at the beginning of this week, with cinema ads following on Friday, running through until January.
The Leo Burnett television ad was written and art directed by Paul Jordan and Angus Macadam, and directed by Ringan Ledwidge through Small Family Business.
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