Drink-drive campaign urges total abstinence

The Christmas campaign against drink-driving was launched yesterday with the toughest message yet: drivers should not consume a single drop of alcohol.

Alistair Darling, the Transport Secretary, said drivers should steer clear of it completely.

Mr Darling said: "It's great to go out to a pub and have a drink, but people have got to remember if they are planning on doing that they should leave their car keys at home."

Mr Darling unveiled the zero-tolerance message on drinking and driving at one of the country's most famous pubs - Coronation Street's Rovers Return.

He was joined by the Rovers' barmaid Shelly Unwin, played by Sally Lindsay, who helped hammer home the message.

The new campaign is part of a £2 million promotion this year and will run throughout December.

It will feature TV adverts underlining the fact that many drivers cannot calculate their own drink-drive limits.

The government's message will also be spread with a series of radio adverts calling on motorists to avoid alcohol over the festive period.

Mr Darling said: "The reason we wanted to use the Rovers Return is because everyone in the country is aware of this pub.

"As far as I'm concerned the most important thing is to get our message across to the public and anything that does that is a great idea."

Last year, 509 people were killed across the UK in drink-driving accidents, the highest figure since 1992.

And Mr Darling warned that anyone who chose to disregard the Christmas drink-driving message should realise the chances of being caught.

Mr Darling said: "Drink-drivers need to remember that the police are out there and they will be caught.

"Britain has one of the best road safety records in the world and we are determined to improve that.

"We will continue to come down heavily on those who endanger us all by drink-driving."

Mr Darling was served a soft drink by the actress, who backed the zero alcohol campaign.

Lindsay said: "Many of us enjoy a drink or two as we head towards Christmas. But we must always remember that drinking and driving is dangerous and kills and injures too many people each year.

"It's not possible to calculate how much you can drink before driving so it's best to stay off alcohol if you're going to be driving."

Mr Darling stood at the Rovers' bar joking with the soap star. He sipped an orange juice on the set of the highly popular ITV1 soap.

The minister and the actress then braved the cold to stand outside on the famous cobbles beneath the pub's sign for a photocall.

Alcohol watchdogs yesterday praised the campaign and also backed the zero-tolerance message.

Geethika Jayatilaka, the director of policy and public affairs at Alcohol Concern, said: "We welcome the government's drink-drive warning, which comes at a crucial time of year when, inevitably, people will be going out drinking more than usual.

"Previous campaigns to reduce drink-drive offences at Christmas have been successful - however, we must all guard against complacency.

"The last few years have seen a small rise in the death toll caused by drink-driving, each of which, of course, is a tragedy for an individual, their families and friends, and which must act as a reminder of the need to remain vigilant on this issue.

"It's impossible to work out if you're over or under the limit, so the safest bet for anyone driving is not to drink at all."

The Scotsman ~ Fri 2 Dec 2005