A new £3m THINK! anti-drink drive campaign launched last Friday takes a 'pioneering approach' to educating against drink driving.
Responding to concerns that young men are more likely to be involved in a drink-drive accident than any other age group, the new THINK! campaign speaks directly to them and on their terms.
It comes as statistics prove that weekends are the most likely time for someone to be killed or injured by a drink-driver.
Ruth Kelly, transport secretary, said: "Extensive research has told us that if we want to have an even greater impact on young men, we need to take a new approach.
"Today's launch tackles this head-on by moving away from traditional shock tactics specifically to engage young men more fully. 'Moment of Doubt' focuses on the shameful reality of being caught drink driving and compellingly demonstrates how it will ruin your life, even if you are not involved in an accident."
A police enforcement campaign is also planned for the summer. ACPO lead and chief constable of South Yorkshire Police, Meredydd Hughes, added:
"That extra pint could mean you lose your licence, are fined or go to prison. The only way you can be sure you're not over the limit is by not drinking at all.
"The police's job is to keep people safe so think, don't drink and drive. Not today. Not tomorrow. Not ever."
While welcoming and supporting the new campaign, for some while now LARSOA has been calling for the drink drive limit to be lowered from 80mg to 50mg - in line with most other EU countries.
The Association’s advice to drivers is ‘If you drive, don’t drink and if you drink, don’t drive’. It also supports routine breath testing at the scene of all road crashes.