The Minister was commenting at the launch of a new hard hitting road safety advert.
Mr Poots said: “This new road safety campaign reinforces the need for motorists to NEVER EVER DRINK AND DRIVE.
“It stresses the impairing effects of alcohol on driving – even from the first drink!
“The advert is designed to increase further the unacceptability of driving even after one drink, especially for younger males.
“Drivers who buy and consume a pint or any other alcoholic drink should realise it could be the most expensive one they ever had, ultimately costing them or other road users their lives.”
The new advert features ordinary people who warn: “Every drink increases your risk of crashing”.
The Minister added: “My Department has for many years worked hard to convince road users not to take any drink at all before driving.
“The research is clear, impairment increases with every drink and the risk of a collision increases with every drink.
“Alcohol reaches the brain within minutes of the first sip, and immediately begins progressively damaging the complex skills needed to drive safely.
“The skills most critical for driving – the brain’s ability to observe, interpret and process information from the eyes and other senses – are impaired by alcohol even at the lowest levels.”
Last year there were 18 deaths and 121 seriously injured casualties due to drink/drug related driving, accounting for around 17% of all road deaths and over 12% of the serious injuries.
The Minister said: “The tragedy of these deaths and injuries is sorely felt not only by the bereaved families but by friends, colleagues and the wider community.
“This is a tragedy that could be avoided by taking the simple decision not to drive after having a drink.”
Research shows impairment begins well below the current drink drive limit of 80 milligrammes of alcohol per 100 millilitres of blood.
In April the DOE launched a consultation seeking views on different options including reducing the limit to 50 milligrammes and introducing a lower limit of 20 milligrammes for novice and professional drivers.
Mr Poots continued: “Driver impairment through alcohol has consequences – real, horrific, brutal, heart-breaking consequences.
“As road users and car drivers we all make choices and we all have influence. Make sure you choose to use designated drivers, taxis, public transport or walking and NEVER EVER DRINK AND DRIVE.
“This is as critical a message during the summer as it is at Christmas. People need to realise you can’t take chances even in good weather by having one beer at a barbecue, a glass of wine in a bar or a shot of vodka at a party and then getting behind the steering wheel.
“If you are with a driver who is drinking alcohol, persuade them to take a taxi home or get a lift from someone who isn’t drinking. Don’t put your own life at risk.”
Welcoming the launch of the new advertisement, Head of Road Policing, Superintendent Roy Marshall said: “Sadly, people in Northern Ireland still insist on driving after having taken drink or drugs. This situation is totally unacceptable.
“We hope that this new advertisement highlights the very straightforward decision drivers and passengers have to make. If you’re planning on driving, you must not drink. Police policy is absolutely clear - there is no safe amount of alcohol a person can take if they are driving. One drink impairs your ability to drive. One drink can kill.
“Police make no apology for rigorously targeting people who decide to drive a car or ride a motorcycle after drinking or taking drugs. Those detected can at the very minimum expect to be fined and lose their driving licence for at least a year. Those whose jobs rely on their ability to drive also face the prospect of unemployment. Our message is very clear. NEVER EVER DRINK AND DRIVE.”
The “Hit Home” television advert will run from 1 July to 31 August 2009, supporting the joint DOE/PSNI Summer anti drink drive campaign.
Notes to Editors:
- The Department’s existing anti drink drive advertisement ‘Just One’ was launched on 23 November 2005 and carries the strap line – “Just One Drink Impairs Driving”. The campaign graphically portrayed the tragic consequences of drinking and driving – as the result of just one drink.
- The PSNI actively enforce anti drink/drug laws throughout the year and during 2008 the number of drink/drug detections made was 3240.
- The consultation on the drink driving limit is available on the Road Safety Website
- The summer anti drink drive campaign will be further supported by bursts of radio, press and washroom activity.
- For media enquiries please contact DOE Press Office tel. 028 9054 0003 or out of office hours contact EIS Duty Press Officer on pager 07699 715 440 and your call will be returned.
