DRINK-DRIVERS are being targeted in a new hard-hitting campaign from Thames Valley Police.
The ‘Where will you end up tonight?’ campaign, which carries the theme of a mortuary to emphasise the potentially fatal consequences of drink-driving, is aimed at reducing the number of people killed and injured on the region’s roads by people who drink and drive.
The month-long campaign, accompanied by a video, aims to convince drivers that drink-driving has the potential to ruin not just their life, but the lives of passengers and pedestrians too.
Road Safety Sgt Chris Appleby said: “This time around we have decided to bring home the harsh realities of the potential fatal consequences of drink-driving by having a morgue as the main focus of the campaign.
“We shouldn’t have to do something different with our campaigns in a bid to try to ram home the message that you shouldn’t drink and drive, but the reality is that we do.”
“Nobody should need to be told that drink-driving, along with drug-driving, is totally irresponsible but, unfortunately, every year we continue to have needless deaths as a result of it.
“Our message therefore is simple: don’t drink and drive.
“Drinking late into the evening and then getting up early for work is not a good combination.
“Just because you’ve had a few hours’ sleep, it doesn’t mean all the alcohol has left your system, and you could still be driving to work over the limit.
“We’re often asked how much you can drink before you are over the limit; any amount of alcohol affects your co-ordination and judgement.
“The simplest and safest option for everyone is simply not to drink if you plan to drive.”
December 2014 saw 14 West Berkshire motorists arrested after providing a positive breath test while the previous year there were eight.
Sgt Appleby said: "West Berkshire has the typical rural problem of people having to travel to get to places and then finding it difficult to get home if they have a drink.
"We want people to think and plan ahead so if they know they're going to have a drink then leave the car keys to one side."
Last year 10 people were killed on the roads in Hampshire and Thames Valley as a result of drink or drug-driving while a further 108 people were seriously injured, and a further 266 sustained slight injuries.
Throughout 2014/15 there were a total of 33,299 drivers were breathalysed, with 2,641 of those providing positive tests in
In an effort to reduce these statistics the Joint Roads Policing Unit (RPU) will be conducting random drink/speed and seatbelt checks at all times of the day and night across Thames Valley and Hampshire.
All drivers who either provide a positive breath test, refuse to provide or fail to provide, face losing their licence for at least 12 months and could go to prison for six months or pay a fine of up to £5,000.
For more information on drink and drug-driving visit www.thamesvalley.police.uk/