Police in Derry City and Strabane have launched a crucial road safety initiative for the festive season, distributing 15,000 specially-designed beer mats to licensed premises throughout the area, urging patrons to 'never ever drink and drive'.

The initiative was made possible through funding from the Derry and Strabane Policing and Community Safety Partnership (PCSP) and Strabane Business Improvement District (BID). The mats feature the stark warning and remind people to adhere to the Fatal Five – the main causes of deaths on Northern Ireland's roads.

Chief Inspector Cherith Craig emphasised the simple yet vital message: "Drink driving is one of the Fatal Five - these are the main reasons people are dying on our roads. We know, worryingly, people are still taking the risk of getting behind the wheel after consuming alcohol, which is really disturbing. The aim of this simple, practical initiative is to raise awareness of the risks of drink-driving and stop people from getting behind the wheel after consuming alcohol.

"We hope when people are out socialising, whether they're at a bar or sitting having a meal at a restaurant, they take a moment to look at the beer mats and consider the consequences of drink-driving. They're more than just something to set your drink on – they're a reminder to make the right choice in how to get home and to never drink and drive.

"We want people to pause for a moment when they look at these mats to think about a loved one, and then imagine never seeing that person again. "The only safe option is to never drink and drive. If you do, you are putting lives at risk and the ultimate sentence could be having to live with causing a death." Keith Kerrigan, Chair of Derry and Strabane PCSP, stressed the importance of planning ahead: "PCSP is proud to support this important initiative during what is traditionally a busy time for socialising and celebrations. Our role is to work in partnership to make our communities safer, and these beer mats are a simple but effective way to keep road safety at the forefront of people's minds. We're urging everyone to plan ahead – whether that's arranging a designated driver, booking a taxi, or using public transport. A few moments of planning can save lives."

The campaign also received strong backing from the local business community.

Kieran Kennedy, Chair of Strabane BID, stated: "The business community in Strabane is fully behind this campaign. We want people to come into town, enjoy our hospitality venues, and have a great time – but we also want everyone to get home safely. Local pubs and restaurants play a vital role in promoting responsible behaviour, and we're delighted to work with the PSNI and PCSP to ensure this message reaches people when they're making decisions about their journey home. Our town centre should be a place where people can celebrate safely and responsibly."

The North West Road Safety Partnership also supports the initiative. Sandy Arthur, Chair of the Partnership, added: "The North West Road Safety Partnership welcomes this proactive approach to tackling drink-driving in our region. "Every year, particularly during the festive period, we see a tragic spike in road casualties linked to alcohol consumption. This beer mat campaign puts a crucial message directly in front of people at the point when they need to hear it most. We know that one drink-drive collision can devastate multiple families and entire communities. "By working together across agencies and with the support of local businesses, we can challenge the mindset that it's acceptable to take even the smallest risk. There is no safe amount of alcohol to consume before driving. The message is clear - never ever drink and drive."