This year's drink-drive campaign has kicked off, aiming specifically at young men between the ages of 17 and 29 and persistent drink-drivers.
Speaking at the Prince Michael International Road Safety Awards, road safety Minister Mike Penning MP said: 'We need to win the argument again that drink-driving is not acceptable with a whole new generation of drivers'.
'We'll be targeting young people, but also those people who will drink and drive no matter what other people might think.'
The campaign will be targeting music radio stations and the internet, while posters will be displayed in pub toilets.
Mr Penning also highlighted the penalties for drink-drivers. 'The minimum anyone who's caught drink driving can expect is a night in the cells, a large fine, they'll definitely lose their licence and they'll probably lose their job, too. I guarantee the police will come down on you like a tonne of bricks.'
This year, the Department for Transport has teamed up with Coca-Cola to reward designated drivers by offering free soft drinks in 8000 venues. The Minister said: 'Last year, 380 people were killed in accidents where the driver was over the limit. That is why our message is clear: don't drink and drive.'
Drug-driving will also come under the spotlight of the Government with Mr Penning confirming 'we will have roadside drug-driver testing in the UK by 2012'.