Summer drink-drive campaign launched
Wednesday 22 June 1994
It took the same theme as last year's, amid revelations that the number of road deaths caused by drink-driving is the lowest since the War.
Philip Martin, the Department of Transport head of road safety, said yesterday: 'There is a perception that the numbers have stopped going down but this is not the case. Deaths are still dropping by around 10 per cent per year.'
Figures due to be released soon by the Department will show that the number of road deaths caused by drink driving will be below 600, compared with more than twice that number 10 years ago.
However, ministers are worried about two problem age groups: men aged between 20-24 and 40-55. The advertisement is being targeted at them with many showings at the interval during World Cup games.
Teenagers rarely drink and drive, but a quarter of drink- drive deaths are drivers in their early twenties. The older group is formed of hardcore drink drivers who, according to Robert Key, the minister for roads, 'even think they drive a bit better when they've had a few'.
By repeating last year's advertisement which uses the 1970 hit song In the Summertime by Mungo Jerry and which shows a group of drinkers at a rural pub being killed when their car crashes, the Department has been able to use the whole pounds 1.3m budget on TV advertising, on 600 poster sites across the country and 1.5 million leaflets.
- 1 Scottish independence: Ireland since 1919 is a lesson for Scotland in what a Yes vote means
- 2 Thailand deaths: Pair's bloodied bodies found naked on Koh Tao beach
- 3 Lego breaks out of the toy box and heads for the gallery
- 4 Julian Assange and Edward Snowden join piracy mogul Kim Dotcom’s political campaign in New Zealand
Thailand deaths: Pair's bloodied bodies found naked on Koh Tao beach
Jihadi John': MI5 may have identified Isis militant who killed David Haines but options limited
Russia freezes Ukraine into submission: Kiev admits country doesn't have enough fuel for winter
Scottish independence: Police will be on high alert on Friday whatever the result
David Haines beheading: David Cameron says Britain will hunt down Isis 'monsters' shown in video murdering aid worker
Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
The political class is doing what Hitler couldn’t – destroying Britain
Scottish independence: Nationalist leader Jim Sillars threatens pro-union companies with 'day of reckoning' after independence
Scottish independence: Yes campaign feels the heat as Alex Salmond's NHS claims come under furious attack
£23m Birmingham cycle scheme is attacked by Tory councillor for not catering to the elderly
Salmond accused of laughing off national debt with ‘what are they going to do: invade?’ joke
£400 Per Day: Clearwater People Solutions Ltd: Our client are currently seekin...
£21000 - £35000 per annum: Randstad Education Cambridge: Secondary supply teac...
£100 - £110 per day: Randstad Education Group: Full time German Supply Teacher...
£45000 Per Annum: Clearwater People Solutions Ltd: Our client based in Chelmsf...