THINK! Campaign – 50 Years on

Not only are T W White & Sons celebrating our 50th Anniversary this year, but the Government’s Drink Driving Think! Campaign is also 50 years into their journey too. Since the campaign was started in 1964, the number of road casualties caused by drink driving have fallen dramatically. However, the most up to date stats (from 2012) show that there were still 230 deaths due to drink driving. That accounts for 12% of all road fatalities. A horifically high figure for something that is so easily preventable. Drinking and driving puts not only your own life at risk, but those of your passengers and others on the road.

The newly released  THINK! advert marks the 50th anniversary of the anti-drink drive campaigning and highlights that although road deaths caused by drink drivers have fallen significantly from 1,640 in 1967 to 230 deaths in 2012, one death on our roads is still one too many.

Know the Law

There are stric alcohol limits for drivers in the UK, measured in microgrammes and milligrammes:

  • 35 micrograms of alcohol per 100 millilitres of breath
  • 107 milligrams of alcohol per 100 millilitres of urine
  • 80 milligrams of alcohol in 100 millilitres of blood

The difficulty is that each person is different, and the way a set volume of alcohol will affect your body depends on several differentfactors:

  • your weight –  A heavier person has more body fluids with which the alcohol will mix reducing the percentage of alchohol in your blood
  • sex- Research indicates that alcohol’s effect on women tends to be stronger and last longer. This is because women produce a smaller volume of alcohol dehydrogenase, an enzyme that breaks down alcohol in the stomach.
  • metabolism – this affects the speed at which alcohol is broken down in the body

While there are other factors which will influence the rate of alcohol absorption (such as whether you have eaten recently) this will not affect the overall volume of alcohol in your body when it has all been absorbed.

The Penalties

The penalties are tough if you’re caught over the legal limit for alcohol and include:

  • A minimum 12 month driving ban
  • An endorsement on your license for 11 years
  • A fine of up to £5,000
  • A criminal record

However, this list does not reflect the everyday consequences of being caught drink driving which can include:

  • Loss of independence
  • Increase in car insurance costs
  • Job loss
  • Trouble getting in to countries like the USA
  • The shame of having a criminal record

Equally, in addition the the fine, the Institute of Advanced Motorists (IAM) calculate that a drink drive conviction could cost between £20,000 – £50,000 as a result of fines, solicitors fees, increase in car insurance and loss of job.

T W White & Sons are fully behind the THINK! campaign and would advise all our customers to stay safe and not drink and drive.

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