By Linzi Watson

Last updated 11:51, Monday, 01 December 2008

A five-week television advertising campaign has been launched to spearhead Safer Roads For Cumbria’s Christmas drink-drive crackdown.

• Video: Drink-drive campaign adverts

TV adverts and roadside vehicle searches and breath checks will all be used to deter people from getting behind the wheel after drinking and to catch those who flout the law.

The campaign was launched this weekend and runs until January 5.

Safer Roads for Cumbria hope that its efforts will encourage drivers to leave their cars at home, arrange alternative travel arrangements, or stick to soft drinks.

One of the adverts takes the theme ‘One Pint Leads to Another’, with a hard-hitting image of a pint of beer next to a pint of blood.

Another advert featuring a wine bottle and a corkscrew will be used to target female drivers. Beer mats and posters with the images on them will be distributed in pubs and clubs throughout the county.

Cumbria Constabulary have also thrown their weight behind the crackdown and will carry out high-profile vehicle checks and breath tests throughout December in a bid to catch people who drive in the morning when they have been drinking heavily the night before.

County councillor Alan Clark, cabinet member for environment, transport and planning, said: “The message is clear. If you want to drive, stick to soft drinks.

“If you want a drink – catch a cab or choose an alternative form of transport.”

He added: “If you get behind the wheel of a car having taken drink or drugs you risk causing serious injury to yourself and other road users.

“Your actions may ultimately result in you killing someone, or causing your own death.

“Our message to those going out is leave your car at home. “Use public transport, taxis or arrange for a non-drinking driver to take you home.”

Kevin Tea, communications manager for Safer Roads for Cumbria, said: “The vast majority of motorists are responsible and respect the law, but unfortunately there are a few who have no respect for other road users and refuse to accept that drink and drugs will impair their judgement.

“We hope the ‘carrot and stick’ approach will encourage motorists to drive in a responsible manner by going for the non-alcoholic drink option.”

He added: “Too often ‘one for the road’ results in one more for intensive care or the mortuary and these tragedies are completely avoidable.”