Free Coca Cola scheme returns this Christmas for designated drivers

The Roads Minister Mike Penning has today announced plans to offer drivers free soft drinks in a bid to encourage them to avoid drinking alcohol over the Christmas period.

The Government has teamed up with soft drinks giant Coca Cola in a bid to reduce the number of drink drivers over the festive season. It is understood that the soft drinks campaign will involve over 8,000 licensed premises across the country including pubs, clubs and social clubs.

This year's THINK! Christmas drink drive campaign will include radio advertising, posters in pub washrooms, online search activity and targeted Facebook advertising to remind drivers of the personal consequences of a drink drive conviction.

Drivers will be able to find participating venues using the Coca-Cola 'Pub Finder' tool, either online or via their smart phones.

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THINK! campaign activity will be aimed at young men aged 17 – 29, who are consistently over-represented in drink drive casualty figures.

Roads minister Mike Penning said "The number of drink drive deaths has fallen by more than 75% since 1979, but drink driving is still devastating lives with around 250 people killed in collisions where a driver was over the limit last year.

"Our THINK! campaign makes it clear that drivers who get behind the wheel over the limit risk losing their licence as well as facing a fine and even a prison sentence.

"We are also teaming up with Coca-Cola and pub chains across the country to reward designated drivers as part of our Drive Friendly initiative, as well as reminding people of the consequences of getting a drink drive conviction.

"No one wants to spend their Christmas in a police cell. My message is clear: don't drink and drive."

Designated drivers should ask at the bar about how to take advantage of the buy one, get one free offer on Coca-Cola or Diet Coke at participating venues from Friday 9th December 2011.

Photo by twicepix