Last updated 14:44, Friday, 28 November 2008

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THE annual festive drink drive crackdown has kicked off with some hard hitting messages for motorists.
The campaign is backed by a road safety advisor who explains how all too often the one for the road results in one for intensive care or the mortuary.
Safer Roads For Cumbria’s Christmas drink drive campaign, which starts tomorrow and runs until January 5, encourages drivers to leave their cars at home, arrange alternative travel arrangements or stick to soft drinks.
The five-week television advertising campaign features One Pint Leads to Another, that ran during the summer, plus a complementary advertisement featuring a wine bottle and a corkscrew to target female drivers.
These will be supported by beer mats and posters which will be distributed through pubs and clubs throughout the county.
The educational campaign will also see a parallel operation by police who will be cracking down on drink drivers throughout December.
This will take the form of high profile vehicle checks and breath tests at roadside locations with an emphasis on catching the “morning after the night before” drivers.
County Councillor Alan Clark, Cabinet Member for Environment, Transport and Planning, warned: “The message is clear - if you want to drive, stick to soft drinks.
“If you want a drink, catch a cab or choose an alternative form of transport.
“If you get behind the wheel of a car having taken drink or drugs you are risking causing serious injury to yourself and other road users.
“Your actions may ultimately result in you killing someone or your own death.
“Our message to those going out is leave your car at home. “Use public transport, taxis or arrange for a non-drinking driver to take you home.”
Kevin Tea, communications manager for Safer Roads for Cumbria, said: “The vast majority of motorists are responsible and respect the law, but unfortunately there are a few who have no respect for other road users and refuse to accept that drink and drugs will impair their judgement.
“We hope the “carrot and stick” approach will encourage motorists to drive in a responsible manner by going for the non-alcoholic drink option.
“Too often “one for the road” results in one for intensive care or the mortuary and these tragedies are completely avoidable.”