50 years of anti drink-driving adverts

It is now half a century considering that the government began warning of the risks of drinking and driving at Christmas. We look at how the Tv ads have changed.

The festive season is a fun time – but it’;s also 1 when people are much more most likely to be tempted to risk drinking and driving.

And an evening that has been complete of high spirits can finish in a tragic accident.

Sobering pictures

That is the theme of the newest anti drink-driving advert by the Believe! road security campaign, which features Kool and the Gang’s jaunty “Celebration” against a backdrop of emergency workers dealing with the aftermath of a road crash.

The new ad was launched on the 50th anniversary of the 1st anti drink-driving public details film in 1964.

Attitudes to drink-driving have changed drastically because then and connected deaths have dropped sharply, from 1,640 in 1967 to 230 in 2012.

It’;s exciting to look back on how the films have changed over the years – and to reflect on which approached have been the most efficient.

I personally feel these adverts have created a valuable contribution to the change in public attitudes that has made drink-driving increasingly unacceptable. 

1964 – The office party

This black and white advert featuring revellers at an workplace party has a plummy, Harry Enfield-style voiceover, and casual references to eye-popping levels of alcohol consumption, that make it appear virtually like a parody.

The theme is that girls should not let the guys in their lives drink and drive because, “Soon after 4 single whiskies the likelihood of an accident is twice as much, following 8 whiskies it really is 25 times as a lot.”

1970s-2004 - ‘Stupid Git’;

For the duration of the 1970s and 80s the adverts mostly featured young males with dodgy haircuts who lose their licences through drink-driving.

In the 1979 “Stupid Git” advert the guy feels that he’;s fine to drive with a few drinks inside him as lengthy as a “stupid git” doesn’;t step out in front of him.

But following obtaining breathalysed he realises that he’;s the a single who’;s not so clever.

In the 1980s’ advert yet another young man uses a telephone in the hall (yes, I bear in mind those) to get in touch with a minicab, and is outraged when he realises it’;ll take 2 hours.

Subsequent adverts take a a lot more serious tone.

Instead of the focus becoming on the inconvenience of losing a licence, it is on the terrible consequences of causing death by drink-driving.

The 1990 advert characteristics a child crying as she hears her mother berate her father for obtaining killed a small boy in a drink-driving accident.

While in the “Pub Chat Up” advert an attractive girl is shown being smashed and injured in a premonition of what may occur if a drunk man had been to driver her residence.

2007 – Moment of doubt

Typically referred to as “the barman advert” this is my personal favourite, and the a single I consider is the most effective.

It features a man approaching the bar, when suddenly the barman shifts character and starts speaking like the policeman who has pulled him over for a breathalyser test.

Then the boss who has to sack him because he’;s lost his driving licence, then his reproachful wife.

The actor snaps back into getting a barman and asks, “So, what is it going to be?”

To which the only attainable answer for drivers, is, “Um, an orange juice please.”

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50 years of anti drink-driving adverts

Don’t let drink-driving play merry hell with your Christmas

Yes, it is that time of year once more. So let’s eat, drink and be merry. But let’s also leave the vehicle at property.

In 2012, there were 230 deaths due to drink driving – and the number of casualties is greater in November and December as the Christmas party season gets underway.

More than the limit

The law is strict about alcohol limits for drivers. The legal limit is

• 35 microgrammes of alcohol per 25 millilitres of breath


• 80 milligrammes of alcohol in 25 millilitres of blood, or


• 107 milligrammes of alcohol per 25 millilitres of urine.

In Scotland the limit will be 50 milligrammes of alcohol in 25 millilitres of blood (and equivalent measures) from December 5 onwards.

Measure for measure

It’s impossible safely to translate the limits into precise measures. Alcohol affects men and women in diverse approaches and depends on your weight, age, sex and metabolism.

The sort of alcohol you are drinking, whether or not or not you have eaten and your tension levels can also have an effect on your potential to tolerate and approach the demon drink.

In other words, your buddy could get behind the wheel soon after one particular glass of wine, but you could be more than the limit.

Slow reactions

Even a modest amount of alcohol can impair your driving ability.

It makes it more challenging to judge distance and speed and our reactions are also slower, which probably explains why a large proportion of drink-drive accidents take place within 3 miles of the start off of the journey.

Easily completed

Drink-drivers do not typically conform to the stereotype of the raging boozer who can barely stroll let alone handle a car.

Far more often than not the miscreant is the mum who takes the car to her friend’s residence, has a few glasses of wine, but decides to risk the short journey property.

Or the man who nips into the pub on the way back from operate, has one particular too several, then gets in the auto.

That is why most professionals suggest that you steer clear of all alcoholic drinks if you are driving. Take pleasure in a soft drink, non-alcoholic beer or a mocktail instead.

Morning soon after

And do not picture you will be sober by the morning, either.

It requires time for alcohol to work its way out of your method and no quantity of coffee or cold showers will support.

Did you know, for instance, that you shouldn’t drive for 13 hours after downing a bottle of wine or 4 pints of lager? If you stop drinking at midnight, you need to not therefore get behind the wheel till the afternoon of the following day.

Resist temptation

It is less difficult to resist temptation if you strategy ahead. Take benefit of any public transport. Carry taxi numbers or book a taxi in advance so you can often get house.

Alternatively, you could designate a driver if you are with a group of close friends – and make sure they abstain from alcohol.

Harsh penalties

Drinking and driving can have a devastating effect on your life and the lives of other people – you could, of course, injure or even kill a person.

The penalties if you’re caught driving over the legal alcohol limit are also harsh:

• at the really least, you will be banned from driving for a minimum of a single year


• you could be fined up to £5,000


• you will end up with a criminal record


• your licence will be endorsed for 11 years


• you could even be sent to prison for up to 6 months, based on the severity of the offence.

The police will also process your case just as they would any other criminal or suspected criminal. So, if you fail a roadside breath test, you will be arrested and taken to a police station. You will then undertake further tests and could be charged. It’s definitely no enjoyable.

Higher value

There are financial implications of drink driving, also.

Insurers certainly do not like motorists with earlier convictions, so your insurance premium will most likely rocket. You could also shed your job if it includes driving and you could be denied access to other nations, including the USA.

The Institute of Sophisticated Motorists reckons that a drink drive conviction could cost in between £20,000 and £50,000 if you take into account fines, legal charges, vehicle insurance and unemployment – and that is a lot of money for a handful of glasses of wine.

The message is clear. If you are out this festive season, it must be a case of none for the road rather than a single for the road.

Don’t let drink-driving play merry hell with your Christmas

Do not let drink-driving play merry hell with your Christmas

Yes, it is that time of year once more. So let’s eat, drink and be merry. But let’s also leave the automobile at property.

In 2012, there were 230 deaths due to drink driving – and the quantity of casualties is greater in November and December as the Christmas celebration season gets underway.

Over the limit

The law is strict about alcohol limits for drivers. The legal limit is

• 35 microgrammes of alcohol per 25 millilitres of breath


• 80 milligrammes of alcohol in 100 millilitres of blood, or


• 107 milligrammes of alcohol per 25 millilitres of urine.

In Scotland the limit will be 50 milligrammes of alcohol in 25 millilitres of blood (and equivalent measures) from December 5 onwards.

Measure for measure

It is not possible safely to translate the limits into precise measures. Alcohol impacts men and women in different ways and depends on your weight, age, sex and metabolism.

The type of alcohol you are drinking, no matter whether or not you have eaten and your anxiety levels can also impact your potential to tolerate and approach the demon drink.

In other words, your buddy could get behind the wheel right after a single glass of wine, but you could be more than the limit.

Slow reactions

Even a small quantity of alcohol can impair your driving capability.

It makes it a lot more difficult to judge distance and speed and our reactions are also slower, which most likely explains why a big proportion of drink-drive accidents happen inside 3 miles of the commence of the journey.

Very easily done

Drink-drivers don’t typically conform to the stereotype of the raging boozer who can barely stroll let alone handle a automobile.

A lot more frequently than not the miscreant is the mum who takes the vehicle to her friend’s property, has a few glasses of wine, but decides to danger the short journey property.

Or the man who nips into the pub on the way back from function, has one also many, then gets in the auto.

That’s why most experts advise that you steer clear of all alcoholic drinks if you are driving. Enjoy a soft drink, non-alcoholic beer or a mocktail as an alternative.

Morning right after

And don’t picture you will be sober by the morning, either.

It requires time for alcohol to operate its way out of your technique and no quantity of coffee or cold showers will support.

Did you know, for example, that you shouldn’t drive for 13 hours following downing a bottle of wine or 4 pints of lager? If you stop drinking at midnight, you need to not as a result get behind the wheel until the afternoon of the following day.

Resist temptation

It is less difficult to resist temptation if you plan ahead. Take benefit of any public transport. Carry taxi numbers or book a taxi in advance so you can always get home.

Alternatively, you could designate a driver if you are with a group of pals – and make sure they abstain from alcohol.

Harsh penalties

Drinking and driving can have a devastating influence on your life and the lives of others – you could, of course, injure or even kill somebody.

The penalties if you’re caught driving over the legal alcohol limit are also harsh:

• at the extremely least, you will be banned from driving for a minimum of 1 year


• you could be fined up to £5,000


• you will finish up with a criminal record


• your licence will be endorsed for 11 years


• you could even be sent to prison for up to 6 months, depending on the severity of the offence.

The police will also approach your case just as they would any other criminal or suspected criminal. So, if you fail a roadside breath test, you will be arrested and taken to a police station. You will then undertake additional tests and could be charged. It’s undoubtedly no enjoyable.

Higher price tag

There are economic implications of drink driving, as well.

Insurers definitely don’t like motorists with earlier convictions, so your insurance premium will most most likely rocket. You could also drop your job if it includes driving and you could be denied access to other countries, including the USA.

The Institute of Sophisticated Motorists reckons that a drink drive conviction could expense amongst £20,000 and £50,000 if you take into account fines, legal costs, vehicle insurance coverage and unemployment – and that is a lot of funds for a couple of glasses of wine.

The message is clear. If you are out this festive season, it should be a case of none for the road rather than a single for the road.

Do not let drink-driving play merry hell with your Christmas