Title: How low can you sink? (drink drive campaign)

Organisation: Department for Infrastructure (NI)
Date uploaded: 13th January 2016
Date published/launched: December 2015

This new anti drink-driving campaign specifically targets 18 to 24-year-old males and aims to highlight the fact that drivers should "never ever drink and drive" suggesting that impairment begins well below the current drink drive limit.

The TV advert tells the story of a group of ordinary young men enjoying a night out. The driver acts responsibly, having just one pint as his friends becoming increasingly drunk. However, this one pint was enough to delay his reactions as he failed to brake in time at a junction, before the car plummets into a river.

DOE also made extensive use of social media as part of the campaign and a longer two-and-a-half-minute version of the film appeared on Facebook, Twitter and YouTube.

Launching the campaign, Mark H Durkan, Northern Ireland’s environment minister, said: “The campaign stresses the impairing effects of alcohol on driving, even from the first drink. The message is designed to increase further the unacceptability of driving even after one drink, especially for younger males.

“Police Service Northern Ireland statistics show that 17 to 24-year-old males are most at risk of causing death and serious injury by drink and driving, either to themselves and other innocent road user. Our campaign is heavily targeted towards them with intense use of social media.

“All drivers though 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.”

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