A new campaign has been launched which offers drivers a free soft drink at certain pubs this Christmas to help eliminate the risks of drunk driving.
The campaign by Vision Zero South West hopes to crack down on the number of fatal accidents during the Christmas period, which usually sees a hike in drink-driving cases.
It comes after reports by Devon and Cornwall Police revealed that last year 952 people were arrested after driving under the influence.
If caught driving while under the influence of drugs or alcohol, motorists can face severe consequences. This includes three months’ imprisonment, a fine of up to £2,500 and a possible driving ban.
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Drivers can be given a £2,500 penalty for drink-driving cases
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The campaign stated: “This year, we’re working with pubs and clubs to reduce drink and drug driving. Participating venues will be offering free drinks to designated drivers who are doing their bit to make sure their friends, colleagues and family members get home safely.”
In order to claim a free drink at one of the participating pubs, drivers need to let the bar staff know they are the designated driver when purchasing a soft drink, which will entitle them to a voucher for a free drink.
Alison Hernandez, Chair of Vision Zero and Police and Crime Commissioner for Devon and Cornwall, said: “If you are convicted of drink-driving you can expect an automatic one-year driving ban, penalty points on your license, a hefty fine and a criminal record.
“There’s also the long-term impact to consider. If you drive for work, you could lose your job and your livelihood.”
Hernandez warned that last year, 48 people were killed and 702 seriously injured on Devon and Cornwall’s roads. She added: “These aren’t just numbers – these are people’s loved ones and family members, parents, children, brothers, sisters, friends.”
The Volunteer Inn, which is taking part in the campaign, shared on social media: “Lift Legends is a campaign introduced by Devon and Cornwall Police to try and help reduce the number of incidents caused by drink and drugs over this Christmas season.
“For any Lift Legend on your first round you will receive a free token, which will enable you to purchase a second soft drink for free!”
Andrew Turner, chief operating officer at St Austell Brewery which operates 45 pubs, welcomed the initiative across the South West. He added that on top of offering a free soft drink to designated drivers, staff will also be happy to call guests a taxi or advise on local bus and train times wherever possible.
The campaign follows Vision Zero recording a total of 1,946 arrests for drink-driving in the region last year, with a staggering 1,429 arrests made this year already.
Chief Inspector Dean Drury of Devon and Cornwall Police’s Roads Policing Team added that officers will also be on the lookout for drivers breaking the rules as well as targeting motorists committing road traffic offences relating to the “Fatal Five”.
He stated that there is “no excuse” for driving whilst impaired, in a careless or dangerous manner, or in a vehicle with safety defects.
“Similarly, drivers who use vehicles for work have a responsibility to ensure the safety of all other road users. We will be checking the compliance of commercial vehicles on our road network throughout the week, so please ensure your work vehicle meets or exceeds the minimum standards expected,” Drury warned.
LATEST DEVELOPMENTS:
The free drinks campaign has launched in pubs and bars across the South West
GOOGLE MAPS/VISION ZERO SOUTH WEST
Throughout the festive period, Vision Zero South West will be sharing road safety hints and tips on social media channels and there will also be increased public engagement and education throughout the region.
A full list of the pubs taking part in the campaign can be found here.
