THE CONSEQUENCES of drink-driving are being spelled out on billboards around Warwickshire as part of an awareness campaign.
The campaign from road safety project The Honest Truth hopes to challenge younger drivers’ bad habits across the county.
Funded by Warwickshire Police and Crime Commissioner Philip Seccombe, the campaign was developed to focus on the more likely consequences of drink-driving such as going to prison, losing their licence or their mates.
The campaign steers away from suggesting drink-drivers are risking their lives, as this is understood to be less effective due to a belief that ‘it won’t happen to me’.
Eleven young people aged 17-25 were killed and 130 seriously injured on Warwickshire’s roads in the year up to March 31 2018. An additional 594 of Warwickshire’s 17-25-year-olds suffered slight injuries in road related incidents.
Mr Seccombe said: “Warwickshire’s younger drivers are over-represented in our road casualty statistics and we are working with The Honest Truth to try to reduce those numbers.
“I am delighted to fund this campaign as part of a range of innovative schemes we are supporting to reduce the number of killed and seriously injured on the county’s roads.”
The campaign also features the striking animal head imagery it has used since it was launched over 10 years ago, now brought up to date.
Annette Lloyd, head of The Honest Truth, said: “We are pleased the campaign will be widely seen across Warwickshire, and grateful to the support from the PCC.
“This is a new campaign with a new take on road safety messaging and we are delighted to have been able to develop the campaign in line with current road safety evidence base.”
The campaign will appear on 48 billboards and six bus stops around Warwickshire until the end of the year.
The campaign complements another PCC-funded initiative for 75 approved driving instructors to join them as Honest Truth driving instructors to teach the essential life skills that new drivers need when first driving on their own, and the confidence to challenge inappropriate behaviour by passengers.
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The billboard campaign is being launched during national Road Safety Week (November 18-24). Visit www.roadsafetyweek.org.uk for more information.