11/12/2015

New TV Ad Launches To Prevent Drink Driving

A new television advertisement aimed at preventing drink driving in Northern Ireland has been launched.

The ad specifically targets 18-24 year old men.

Environment Minister Mark H Durkan launched the new Department of Environment (DOE) advert.

He said: "Drink/drug driving has caused over 2,000 deaths and serious injuries since 2000. That’s 2,000 devastated families. This new road safety campaign reinforces the need for motorists to 'Never Ever Drink and Drive'.

"It stresses the impairing effects of alcohol on driving, even from the first drink. The message is designed to increase further the unacceptability of driving even after one drink, especially for younger males.
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"PSNI statistics show that 17-24 year old males are most at risk of causing death and serious injury by drink and driving, either to themselves and other innocent road user. Our campaign is heavily targeted towards them with intense use of social media.

"All drivers though who buy and consume a pint or any other alcoholic drink should realise it could be the most expensive one they ever had, ultimately costing them or other road users their lives."

East Belfast MP Gavin Robinson said: "The new campaign launched by the Environment Minister today specifically targets young men and it is vital that we get the message across to younger people so they do not destroy their own lives or potentially those of others around them.

"I hope people will enjoy the Christmas season, but the consequences of drink driving can mean it turns quickly to tragedy."

(CD/LM)

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