Today, the Safer Essex Roads Partnership (SERP) launched its 'Festive Friend' anti-drink drive campaign across the county, with the aim of reducing unnecessary road death caused by drink driving.
An analysis of collision data shows that at least 258 men under the age of 40 were killed or seriously injured in drink driving crashes on Essex roads over the last ten years. So far this year, over 80% of people arrested for drink driving in Essex were male, with a large proportion aged between 26 and 35 years.
Festive Friend leads on from the success of the SERP’s summer campaign, Euros Football Friend, with the same important message; a good mate doesn’t let a mate drink drive. Christmas brings lots of social events and it is important to have a game plan ahead of time when it comes to drinking alcohol. The SERP wants everyone to be a Festive Friend this season, if you suspect a friend is likely to drink and drive, please take action, as it could save a life.
The campaign will run throughout December and will include one main and several short films, starring former England rugby player James Haskell. The film will show how planning a journey ahead of Christmas celebrations can make all the difference between a good night out and a police cell, or worse. Posters will also be displayed at a number of pubs, clubs and local businesses.
The campaign follows a group of young men enjoying festive fun at their local rugby club, where they are met by James Haskell, who tells them about the importance of being a good mate and planning their journey home ahead of drinking.
The film illustrates the alternative transport options available to revellers, including the Travel Essex App, which provides real time travel information, as well as taxi services, or asking a loved one for transport home after a night out.
The film also demonstrates the repercussions of not planning ahead and making sensible decisions, with a young man being pulled over and ultimately arrested by Essex Police.
Essex Police is doubling its enforcement this festive season and officers will continue to patrol all types of roads across the county, to identify drink drivers and take appropriate action to make sure all road users are safe.
The SERP wants to raise awareness of the consequences of being caught and convicted over the drink-drive limit this Christmas. You may receive a criminal record, a fine or even a prison sentence. It could cost you your job, your home and even a life.
The SERP’s media team launched the campaign in partnership with high profile sportsman James Haskell, to remind young men that not only is drink driving against the law, but it is also unsafe, unacceptable and comes with a host of consequences.
James Haskell said: “I am proud to support such an important campaign. Sadly, my demographic of men under 40 is overrepresented in drink drive collisions. We really need young men to look after each other on a night out. It can be difficult to have this conversation, but you would intervene if your friend was jumping off a tall building under the influence, so why wouldn’t you do the same when it comes to drink driving?”
He added “Drink driving at any time of year is incredibly dangerous and while most people make the right choice, some people don’t think ahead and make the irresponsible decision to jump in their car, instead of using the range of alternative transport options available to them. There’s no excuse in today’s world, as there is a multitude of ways to get home that don’t involve drink driving. You’re not just putting yourself at risk, but others too. This Christmas, make the right choice and ensure your mates do, too. Don’t remember Christmas 2024 as one with huge regrets.”
Caroline Churchouse, Communications Manager for the SERP, said: “We are keen for everyone to have fun this Christmas, but also to make sure that everyone has a plan in place to get home before the drinks start flowing. I urge everyone in Essex to show their support for the campaign by sharing the films and spreading the campaign’s message that drink-driving is not okay and it is not worth the risk. It can easily be avoided by having a plan in place before you start drinking.”
She added: “This campaign forms a strand in our strive to Vision Zero, the shared objective of no death or serious injury on Essex roads by 2040. We hope the residents of Essex have a wonderful and safe Christmas. Remember; think pint, think plan and be a festive friend. Watch out for your mates.”
The SERP asks for everyone to stay safe this Christmas and to like, share and engage with the #FestiveFriend campaign. It could save a life.
For more information, visit: https://saferessexroads.org/festivefriend/
If you know of someone who is drink driving, call Essex Police on 999, or Crimestoppers, anonymously on: 0800 555 111.
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