Title: THINK! spring 2013 drink drive campaign
Organisation: Department for Transport
Date uploaded: 19th March 2013
Date published/launched: March 2013
A £50,000 pint of beer was unveiled in London on 1 March 2013 as part of the latest THINK! campaign highlighting the consequences of a drink-drive conviction.
The costly pint, housed in a protective glass case and surrounded by security guards, was revealed in Leadenhall Market by Stephen Hammond, road safety minister.
Speaking at the launch of the campaign, Stephen Hammond said: “It might look like a humble pint of beer, but it could end up costing much more than a few quid – in fact it comes with an eye-watering hidden cost if it pushes you over the limit.”
The latest £1.68m THINK! campaign will see the ‘Consequences’ drink drive adverts being re-aired on TV during the spring months. The advert features a barman morphing into a range of characters - including a policeman, a magistrate, an employer and a car dealer - to show the potential consequences of drink driving.
As part of the campaiugn the Institute of Advanced Motorists calculated the personal financial cost of drink-drive conviction at between £20,000 and £50,000. The calculation reflects the fines, legal costs, rise in insurance premiums and possible job losses faced by those who are convicted.
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