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if you're going to drink, don't drive and if you're going to drive don't drink
This year's THINK! drink drive Christmas TV campaign runs from 4 December and is timed to coincide with Association of Chief Police Officer’s (ACPO) Christmas enforcement activity.
The campaign is a continuation of the ‘Moment of Doubt’ strategy and highlights the personal consequences of a drink drive conviction.
The primary target audience is young men, aged 17-29 years old, as they are consistently over-represented in drink drive casualty figures and are more likely to admit to driving over the legal limit.
ACPO’s enforcement campaign - running throughout December - targets well-intentioned drivers who do not think they are breaking the law but may be over the legal limit by the time they get into their cars in the morning.
Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink
Edmund King, president of the AA
Edmund King, president of the AA said: "There is no excuse for drink driving which resulted directly in 280 deaths last year as well as ruining many more lives through fines, loss of driving licence, prosecution and imprisonment. Our key message is if you are going to drink, don't drive and if you are going to drive, don't drink.
The THINK! campaign has had a long-standing and well-supported partnership with the on-trade and soft drinks industry - particularly Coca-Cola.
THINK! will be partnering with Coca-Cola again this year on their Designated Driver campaign, which will run in over 8,000 pubs nationwide and offers designated drivers a buy-1-get-1 free promotion on Coca-Cola, Diet Coke and Coke Zero.
28 November 2012