Council's poster campaign aims to target young male drink drivers

YOUNG male drivers are the target of a new hard-hitting advertising campaign which aims to cut the number of drink related crashes in Cambridgeshire. Launched on Monday, the posters, internet and radio adverts feature a young woman about to die following

YOUNG male drivers are the target of a new hard-hitting advertising campaign which aims to cut the number of drink related crashes in Cambridgeshire.

Launched on Monday, the posters, internet and radio adverts feature a young woman about to die following a car accident caused by her drink-drive boyfriend.

Cambridgeshire County Council's road safety team, which is behind the 'Steamed Up' campaign, said it specifically targets young male drivers as they are most likely to fail breath tests.

According to CCC stats, last year 78 people aged 17 to 25 were involved in drink-drive related incidents in Cambridgeshire and Peterborough - more than 83 per cent of these were male.

Phil Rennie, road safety officer for CCC, said: "Young male drivers are more likely to fail a breath test or tragically be involved in a serious or fatal accident through drink-driving than any other motorist. Sadly 60 per cent of passenger casualties are female."

She added: "The images are designed to attract the attention of young male drivers and give them an uncompromising message of the tragic consequences of their drink and driving."

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The internet and radio adverts depict a scene where a young woman is gasping for breath, as if in a passionate moment, but is actually in a car accident caused by boyfriend.

INFORMATION: View the video by visiting www.cambridgeshire.gov.uk/roadsafety and following the links on the page to a website set up by Lancaster Alcohol Reduction Partnership.

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