With more than half of all drink-drive casualties occurring over the weekend, a new £3M anti-drink drive campaign, launched by Transport Secretary Ruth Kelly, takes a pioneering approach to educating against drink driving.
Responding to concerns that young men are more likely to be involved in a drink-drive accident than any other age group, the new THINK! campaign has been developed to speak directly to them and on their terms.
It comes as worrying statistics prove that weekends are the most likely time for someone to be killed or injured by a drink-driver.
Well, we have all been affected by some of the horrific campaigns in the past against drink driving. Do the youngsters really take on board the message and what is so different about this new campaign?
The new launch tackles this head-on by moving away from traditional shock tactics specifically to engage young men more fully. Moment of Doubt focuses on the shameful reality of being caught drink driving and compellingly demonstrates how it will ruin your life, even if you are not involved in an accident as a result.
It emphasises the real effect a criminal conviction, minimum 12-month ban and stiff fines - all guarantees - and how these will limit both thier career prospects and social life. Not half as much as a total ban for life if caught would mean, if I had my way.
But hopefully the message will get across. If you are drinking leave the car at home.
FemaleFirst Jackie Violet