A new drink-drive campaign targeted at young men aged between 17 and 29 and persistent offenders has been launched.
The campaign, which will help bring down accidents as well ascar insurance claims, will be promoted through music radio stations and the internet. Posters on the issue will also be hung in pub toilets.
Road safety minister Mike Penning MP said: "We need to win the argument again that drink-driving is not acceptable with a whole new generation of drivers. We'll be targeting young people, but also those people who will drink and drive no matter what other people might think."
Addressing the public at the Prince Michael International Road Safety Awards, he also said that motorists who are caught drink-driving will face severe penalties.
"The minimum anyone who's caught drink driving can expect is a night in the cells, a large fine, they'll definitely lose their licence and they'll probably lose their job, too. I guarantee the police will come down on you like a tonne of bricks," he said.
Mr Penning added that the Government will take measures to curb drug-driving, with "roadside drug-driver testing" likely to begin in the UK by 2012.
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