23 November 2005
NEW CROSS-BORDER ANTI-DRINK DRIVING ADVERTISING CAMPAIGN
There is a tough message in the new anti-drink driving campaign launched today in Dublin.
Just one drink is all it takes to impair driving and cause devastating consequences.
793 people were killed in drink drive related crashes on Ireland's roads in the past five years. Tragically many more will not make it home this Christmas either.
The Department of the Environment (DOE) and the National Safety Council in the Republic of Ireland have jointly developed the new anti-drink driving campaign, supported by AXA Insurance.
DOE Permanent Secretary, Stephen Peover launched the campaign with Minister Martin Cullen TD and said: "The stark reality behind the statistics and one of the hardest things for victims and their families to deal with is that drink driving does not happen by chance. Sadly, drink driving happens by choice. In the last year alone, 30 lives were lost and 124 people were seriously injured on Northern Ireland's roads as a result of people making selfish choices. Our message today, to all drivers who enjoy a drink, is clear: just one drink will impair your driving. It's your choice, your responsibility and your fault if you decide to drink and drive."
The campaign is aimed at getting the message across that even small amounts of alcohol impair driving. People thinking they can have one drink are not realistic; they simply cannot drink and drive.
Central to the campaign is a new 60 second TV commercial: 'Just One', which invites us all to see the decisions we could be forcing on others as a result of our choice to drink and drive. This is shown by graphically portraying the tragic consequences of drinking and driving - across all ages within society.
Aidan Cassells, Executive Director, Business Operations of AXA Ireland said: "Our business revolves around the consequences of these types of behaviours, the main aspects of which are speeding and alcohol. We support this new anti-drink-driving campaign as a sign of our continued commitment to making the roads safer for everybody across this island. We hope that this campaign influences a positive change in social attitudes and ultimately driver behaviour."
NOTES TO EDITORS:
1. This is the ninth cross-boarder road safety campaign commissioned jointly by DOE in Northern Ireland and the National Safety Council in the Republic of Ireland.
2. There are on average over 120-150 drink drive deaths per annum in Ireland (includes drug driving related deaths in Northern Ireland).
3. From 2000 to 2004 a total of 162 road deaths were due to drink / drug driving in the North of Ireland (PSNI Stats) and 630 road deaths (33%) were due to drink driving in the Republic of Ireland.
4. The production cost of the commercial was €600,000 / £420,000 and includes television, press, washroom and bus shelter advertising.
5. Further information on road safety in the Republic of Ireland can be obtained from the National Safety Council by phoning locall 1890 200 844 or visiting www.nsc.ie. In Northern Ireland on http://www.doeni.gov.uk/roadsafety
6. For further News Media information contact:
7. DOE Press Office Tel: 028 9054 0003 or Email press.office@doeni.gov.uk From ROI: Tel: 048 9054 0003;
8. PSNI, Russell McLernon, tel: 02890561547: Mob:07801 738587 Press Office, From ROI Tel: 048 90561547; Mob:0044 7801 738587;
9. National Safety Council, Brian Farrell, Tel: 00 353 1 4988603; Mobile: 00 353 86 3881009;
10. An Garda Síochána, Kevin Donohoe, Press OfficeTel: 00 353 1 666000;
11. AXA Insurance, Sean O'Riordan (Park PR) Tel: 01 6765297 Pamela Beatty - (Citigate PR) Tel: 028 90 395500.
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