In June 2008, the West Midlands Casualty Reduction Scheme funded an advertising campaign across the region in support of West Midlands Police's crackdown on drivers who drink and drive in the summer months.

From 1-30 June, officers worked in partnership with local authorities and the Highways Agency to tackle the problem of drink driving across the force area.

Billboard (click for PDF)

Officers conducted high visibility patrols around the region and also set up a number of static check points at various locations to carry out spot checks on drivers.

In previous campaigns, officers breathalysed more than 3,000 drivers in a month. All of those involved in road traffic collisions who have committed moving traffic offences or who are suspected of having alcohol or drugs in their systems were stopped and checked during the campaign.

Those arrested for drink driving could also find themselves drug tested as part of the Drug Interventions Programme run by West Midlands Police.

Police used intelligence to target hotspot areas for drink driving and setting up roadside checks across the force area.

Nationally, almost one in seven of all road deaths involve drivers who are over the legal limit.

Billboard (click for PDF)

Research shows that men in their 20s and 50s are most likely to offend.

PC Steve Rogers, who led the campaign, said: "Our message is quite simple – if you drink and drive and think you can get away with it, you're wrong, we will catch you out.

"Drink and drug driving is an issue all year but with the more relaxed atmosphere during the summertime, the temptation to offend becomes greater.

"We urge people not to put their friends, families or members of the public at risk by drink or drug driving.

"Passengers can also help by refusing to be driven by someone who has been drinking or taken drugs, and by appointing a designated driver who does not drink or take drugs.

"Remember that by drinking alcohol the night before, you could still be over the drink drive limit well into the following day. There is no such thing as a 'safe' limit and the answer is not to drink at all if you are driving."

During the campaign, over 20,000 drivers were stopped, of whom 2479 were breath tested – 16.6 per cent of people tested positive, a drop on the previous year's percentage of 17 per cent.

The number of drivers breath-tested from all collisions was down by 37.4 per cent; however the number of collisions reported increased by 36.7 per cent. The percentage of positive breath-tests from collisions fell significantly from 7.5 per cent in 2007 to 2.9 per cent in 2008.

Billboard Van

Inspector Clive Isherwood, from West Midlands Police Strategic Road Policing, said: "This year's results show overall that fewer drivers provided positive test results. Hopefully the drink drive message does appear to be getting through and our officers have provided support throughout the campaign.

"Drink/drug drive testing is conducted throughout the year so, just because this campaign is over, it does not mean that drivers over the limit will not get caught.

"Drink driving does cost lives - make sure you know how you are getting home before you go out and take full advantage of night buses, licensed taxis and designated driver schemes.

"While we will deal with offenders firmly, the important message remains don't drink or take drugs and drive."

PC Rogers added: "This campaign was aimed at drivers who refuse to heed the warnings not to drink and drive, or take drugs and drive. We have utilised local intelligence to a greater degree, and have targeted particular 'hot spots' with a view to catching those people who continue to drive under the influence."