New campaign highlights lasting damage of Drink Driving (from_internet_4.avi)

About three in every ten Americans will be involved in an alcohol-related crash at some time in their lives.

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The lasting impact of drink driving is highlighted in a new THINK! campaign launched today by Road Safety Minister Jim Fitzpatrick.

The £1.6m summer campaign with new radio adverts emphasises that a drink drive conviction stays on your licence for 11 years - affecting your job prospects and serving as a constant reminder of the 12-month driving ban you received for driving while over the limit.

Jim Fitzpatrick said:

"Drink drivers put themselves and others in serious danger but getting behind the wheel after drinking can have a devastating impact on your life even if you avoid a crash. You'll get a minimum 12-month driving ban and a large fine - and the record will stay on your licence for 11 years.

"As the weather gets warmer we all want to be out enjoying ourselves and might end up drinking when we hadn't planned to, but that doesn't mean we have to drive home. If you've had a drink use public transport or take a taxi - otherwise that quick pint might end up lasting 11 long years."

The new THINK! adverts highlight just how long a drink drive conviction stays on your licence by pointing out what else you will do in the 11 years. For example:
- Your heart will beat 400,000,000 times
- You'll breathe enough air to fill 20 hot air balloons
- You'll eat enough potatoes to fill 6 phone boxes
- You'll drink 36 bathtubs full of water
- You'll climb enough stairs to ascend Mt Everest twice
- You'll sweat enough to fill 1,612 fish tanks.

Judith Stamper, Director of Drivewise (London) Ltd says:

"Drivers over the limit are a danger to themselves and should not be on our roads. Punishment is a guaranteed criminal conviction, minimum 12-month ban and stiff fine, with the conviction remaining on your licence for 11 years. These factors may limit your career prospects and social life. If people are planning a night out, have a good time, but if you are drinking leave the car keys at home."

As well as the new radio adverts and in-pub advertising the summer drink drive campaign features TV and cinema advertising and a partnership marketing campaign. It runs from June 2 to August 10.

Notes to editors
1. The radio, poster and beer mat adverts also highlight that in 11 years you will:
- Shave 1.72 metres of facial hair;
- Eat 8,034 bananas;
- Lose £64 in loose change;
- Spill 54 litres of assorted liquids;
- Sleep for 22,621 hours;
- Wear out 26 pairs of shoes;
- Listen to 19,501 songs;
- Put on 8,032 socks;
- Enjoy 7 months, 2 weeks and 3 days of holiday;
- Eat 130,198 baked beans;
- Say hello 55,450 times;
- Say goodbye 67,320 times;
- Accidentally squash 5,562 insects;
- Spend 67 hours waiting for your toaster to pop;
- Go to the loo 12,798 times;
- Grow 1.72 metres of facial hair;
- Take enough footsteps to reach China;
- See 937 cats out of the corner of your eye;
- Queue for 1,006 hours;
- Change channels on your television 120,223 times.