A new anti drink-drive campaign aimed at young men was launched by the Department for Transport this morning.
The £3m THINK! campaign is tailored to speak directly to young men who are more likely to be involved in a drink drive accident than any other group.
Transport Secretary Ruth Kelly said: “Thirty years of sustained Government campaigns have successfully changed attitudes and helped significantly to cut alcohol-related road deaths. But extensive research has told us 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 you life, even if you are not involved in an accident as a result.
“A criminal conviction, minimum 12-month ban and stiff fine are all guarantees – and these will limit both your career prospects and social life. I don’t think I can be any clearer – if you are planning a night out this weekend, or in the future, have a good time but if you are drinking leave the car keys at home.”
Moment of Doubt is the result of 11-months of research into young driver attitudes, revealing young men do not associate shocking crashes with drink driving, believing they had to be drunk to have a serious crash. As a result, they did not understand the minimal amount of alcohol it can take to become a drink driver.