Male Drug Drive (click for PDF)

For Christmas 2007, the West Midlands Casualty Reduction Scheme launched a campaign highlighting the potential consequences of drink or drug driving to young motorists across the region.

The campaign called 'The End' used a story board approach to show how choosing to drive having consumed alcohol or drugs could bring to 'The End' much of what young people take for granted in their lives.

The campaign showed that alcohol and drugs impair an individual's ability to drive safely, increasing the risk of them causing a collision and injuring or killing themselves or someone close to them. Research by Auto Trader discovered that 30% of 17-24 year old motorists drink and drive and one in five drive while under the influence of drugs.

Female Drink Drive (click for PDF)

The campaign also highlighted the impact of being caught drink or drug driving; up to 6 months in prison, a minimum 12 month driving ban, a fine of up to £5,000 and a criminal record which could lead to job loss and difficulty finding another job.

Research indicates young people are confused by how much they can legally drink before driving. The legal limit in the UK is 80 milligrammes of alcohol in 100 millilitres of blood, but there is no failsafe guide as to how this equates to the amount you can drink and still be under the limit. The amount and type of alcoholic drink, and your weight, sex, age and metabolism will all play their part. The only way to be really sure you are not impairing your driving ability is to not drink any alcohol if you are going to drive.

Female Drug Drive (click for PDF)

One of the campaign adverts showed a young woman being breathalysed driving home the morning after a night out to highlight that people can still find themselves over the legal drink drive limit the following day even though they feel fine.

A spokesperson for the Casualty Reduction Scheme said:

"Drink driving continues to be a grave concern within the West Midlands. There is also an increase in the number of drivers under the influence of drugs whilst behind the wheel. This campaign is aimed at the younger driver to influence both these factors and reduce those killed and seriously injured on our roads. The campaign also targets those who drink excessively the night before and drive the following morning. Quite often their ability to drive can still be impaired and they are still over the legal drink drive limit. We aim to raise awareness over this issue and reduce instances of this nature."

Male Drink Drive (click for PDF)