'Drink a little, risk a lot' warning to drivers
The campaign will run across social media and will also target music festivalgoers
- Published
Young male drivers are being targeted by a new campaign about the dangers of drink driving.
West Yorkshire Vision Zero said 130 people were killed or seriously injured in 2023 in collisions involving drivers or motorcyclists under the influence of drugs or alcohol.
The organisation, which aims to eliminate all traffic fatalities and severe injuries, said the "Drink a little. Risk a lot" campaign aimed to highlight the consequences of driving while under the influence.
West Yorkshire Police said in the summer of 2024 more than 600 arrests for drink and drug driving were made - equivalent to six a day.
The campaign has been launched nationally by Think, the government's designated road safety organisaton.
Minister for the future of roads, Lilian Greenwood, said: "The consequences of drinking before driving can be life-changing - from losing your licence to injuring or even killing yourself or someone else.
"Our campaign targets high-risk young male drivers, with the message that drink driving is never worth the risk."
The maximum penalty for causing death by careless driving when under the influence of drink or drugs is 14 years in prison, with a minimum driving ban of two years.
The campaign is aimed at young male drivers, organisers said
The campaign will target its audience throughout the summer via social media, gaming sites, radio and outdoor and in-pub advertising.
It will also be visible at music festivals including Leeds Festival in August.
West Yorkshire's deputy mayor for policing and crime Alison Lowe OBE also chairs the West Yorkshire Vision Zero Partnership and said they wanted people to enjoy their summer.
"But if you're driving, please don't do so under the influence.
"We don't want anyone to experience the pain and devastation of losing a loved one in a crash and we are doing all we can to reduce these incidents to zero."
West Yorkshire Police said it was clear too many drivers still believed it was acceptable to take the risk.
Sgt Chris Robinson said: "Driving while under the influence of alcohol or drugs puts yourself and other road users at serious risk.
"Think about your own fitness to drive and encourage family and friends to find another way home if they have been drinking or taking drugs."
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