A HARD-hitting short film aimed at younger drivers has been chosen for this year’s summer drink-drive campaign.
To help stop the waste of lives on Lancashire’s roads, the edgy film called Steamed Up, commissioned by the Lancashire Partnership for Road Safety, will be beamed to bluetooth-enabled mobile phones while people are ordering their drinks in pubs across Lancashire.
Lasting 1 minute 20 seconds, it shows a young couple in a car in what seems like a passionate encounter but then reveals that the heavy-breathing girl is dying as a result of a road accident caused by drink-driving.
Linda Sanderson, communications manager for the partnership, said: “Those driving home must realise the risks they run if they drink alcohol.
“This film hits you right between the eyes and will make people think twice about what they order.
“ It will also get people talking about the acceptability of drinking and driving at the very time that it matters – in the pub.”
It follows on from the successful Christmas drink-drive campaign, where the proportion of those testing positive dropped from 4.5 per cent in 2006 to 3.3 per cent, suggesting that the drink-drive message is getting through.
The video has won several awards for effective communication in the UK and USA with over three million hits on You Tube and it can be seen by clicking here.