Over the limit – you don’t have to be drunk to be a drink-driver
The Safer Roads Partnership has joined forces with police, councils and other partners across the West Midlands to warn people of the dangers of drink-driving during the festive period.
The partnership, which includes Shropshire Council, West Mercia Police and other councils and police organisations in the West Midlands, have today (Thursday 1 December 2011) launched a huge publicity campaign to raise awareness of the issues and consequences of drink-driving.
The ‘Over the limit – you don’t have to be drunk to be a drink-driver’ campaign is designed to reach out to people to raise awareness of what could happen to them if they make the decision to drive after drinking.
Figures from the Safer Roads Partnership indicate that over the past 3 years*, 19 people lost their lives in Shropshire and 85 were seriously injured following collisions where drink or drugs were recorded as a contributory factor.
In December 2010 an estimated 318 people were required to provide breath tests in Shropshire. Of those, 23 failed a test/refused to provide a test, and a further 6 were arrested for being unfit to drive whilst under the influence of drink or drugs.
The campaign will be targeted at local pubs, clubs and other key places throughout Shropshire designed to make people think about the consequences of drink or drug driving.
There will also be a series of online blogs and videos of five everyday characters who unwittingly take a risk. It will build on 2010’s successful ’Amy’s Story’ campaign, in which a moving blog described how a young woman became a drink-driver and criminal because she drove the morning after a party.
The campaign also embraces new technology to reach a wider audience who will be able to access the web-based films using Quick Response (QR) codes on smart phones.
Councillor Steve Charmley, Shropshire Council’s Cabinet member with responsibility for crime reduction and community safety, said:
“Shropshire Council are proud to be a part of the Safer Roads Partnership and are absolutely committed to promoting this campaign especially now the festive season has commenced. This is about education and decreasing the number of people who are getting behind the wheel when they are not fit to drive. Shropshire Council’s road safety education team deliver a comprehensive road safety education programme to all road users to increase road user behaviour and to reduce road casualties on Shropshire’s roads. We want our residents to enjoy Christmas safely, but really do urge people not to drink and drive.”
Vicki Bristow, Communications Manager at the Safer Roads Partnership in West Mercia, says:
“It’s great we are able to join forces with our colleagues in the West Midlands, Warwickshire and Gloucestershire to highlight this important message, through outdoor advertising and social media. The campaign highlights the possible consequences of what could happen if a person decides to drive under the influence of drink or drugs.
“There are still people out there who feel they can gamble with drinking and driving, and think they know how much the limit is, but the simple fact is, there is only one way of being sure that you are safe to drive, and that is not to drink at all. We would also ask people not to get into a car as a passenger if they suspect that the driver has been drinking or taking drugs. We realise that this can sometimes be difficult, but would urge people to make the safe decision – it’s not worth risking your life for.”
Superintendent Lee Davenport of West Mercia Police commented:
“Cracking down on those who take drugs or drink and then drive is a year-round commitment for West Mercia. However, we are very aware the festive season can present opportunities where people are tempted to drive after taking drugs or drinking. To combat this, extra patrols will be conducted in the run up to and over Christmas and New Year, in a bid to tackle those who commit the unacceptable act of drink- or drug-driving.
“Worryingly, and despite many warnings over the years about the dangers of drink- and drug-driving, there are still far too many reckless drivers ignoring the devastating consequences. Alcohol and drugs both affect your ability to judge speed and distances accurately and slow down your reaction time. If you are tempted to drive under the influence of drink or drugs this Christmas, then spare a thought for your family and friends and think hard about what you will put them through if you are badly hurt or killed in a crash.”
Police forces throughout the UK will be working hard throughout December to make sure the roads are safe for everyone this Christmas. The drink-drive campaign forms an important part of their overall ‘Christmas presence’ campaign, and more local officers will be out on the streets during this time.
For more information about the campaign visit www.over-the-limit.co.uk
Background information
* Data collected and recorded by West Mercia Police Nov 2008 – Nov 2011
The Safer Roads Partnership provides a framework for its partner agencies to work together to achieve this aim. The participating agencies are: the four local highway authorities (Herefordshire Council, Shropshire Council, Telford and Wrekin Council, and Worcestershire County Council); the Highways Agency; HM Courts Service – West Mercia; the two Fire & Rescue Services for Hereford & Worcester and Shropshire; the West Mercia region NHS Primary Care Trusts, and West Mercia Police.
The campaign supports the month-long winter drink-drive campaign launched today (Thursday 1 December 2011) by the Association of Chief Police Officers (ACPO), and it is designed to reach out to people to raise awareness of what could happen to them if they make the decision to drive after drinking.
Posters, beermats and other material will be targeted at local pubs and clubs throughout Shropshire, designed to make people think about the consequences of drink or drug driving. Outdoor advertising will also be used in key places across the county.
At the heart of the activity will be a series of online blogs and videos of five everyday characters who unwittingly take a risk. It will build on last years successful ’Amy’s Story’ campaign, in which a moving blog described how a young woman became a drink driver and criminal because she drove the morning after a party. The campaign also embraces new technology to reach a wider audience who will be able to access the web-based films using Quick Response (QR) codes on smart phones.
1. The overall aim of the Safer Roads Partnership is to reduce the number of casualties and make the roads safer for all users in West Mercia through speed enforcement and by seeking to change attitudes and behaviour. The Safer Roads Partnership provides a framework for its partner agencies to work together to achieve this aim.
2. The campaign is being backed and run in Coventry, Walsall, Solihull, Birmingham, Sandwell, Dudley, Wolverhampton, West Mercia (Herefordshire, Worcestershire, Telford and Wrekin, and Shropshire), Warwickshire and Gloucestershire.
3. Anyone arrested for drink-driving faces a driving ban of at least 12 months, a fine of up to £5,000 and the possibility of up to six months in prison.
