A new £3 million campaign aimed at young men who drink-drive has been launched.
The Department of Transport initiative follows research that shows that young men are the most likely age group to be involved in drink-drive accidents, and that most drink-drive accidents that lead to death or serious injury occur at weekends.
'Thirty years of Government campaigns have successfully changed attitudes, but research has told us that if we want to have an even greater impact on young men, we need to take a different approach,' said transport secretary Ruth Kelly.
'We have moved away from traditional shock tactics and focus on the shameful reality of being caught drink-driving to demonstrate how it will ruin your life, even if you are not involved in an accident as a result.
'A criminal conviction, 12-month ban and stiff fine are all guarantees - and these will limit both your career possibilities and social life.'
A consultation is due to be held later this year to discuss ways to help further reduce drink-driving.
Proposals include falling in line with the majority of Europe and lowering the limit from 0.8 milligrams of alcohol per 100 millilitres of blood to 0.5mg.
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