Water brand teams up with West Mercia Police for drink driving campaign
A Shropshire business has joined forces with West Mercia Police to launch a new campaign aimed at tackling drink-driving this Christmas.
Called 'The Only One for the Road', the campaign, launched by water brand Wenlock Spring, is encouraging drivers not to risk even one alcoholic drink if they are driving.
The business is using its delivery vans to make the point clear and has printed more than 100,000 beer mats, posters and glasses with the sobering message for drivers to steer clear of alcohol.
In the last three years, 23 people have died and 154 have been seriously injured in collisions where alcohol has been listed as a contributory factor across Shropshire, Herefordshire and Worcestershire.
Across the region, 156 people were arrested in the run up to last Christmas for being over the limit whilst behind the wheel.
The company has linked with West Mercia Police to call on hospitality businesses such as pubs and hotels to back the campaign.
Matthew Orme, director at Wenlock Spring, said: “Far too many people are still dying or getting injured as a result of drink-driving, which is why we’re proud to be launching a new campaign which carries a positive message and will help raise awareness of the risks.
“Highlighting the dangers of people getting behind the wheel after they have had a drink becomes even more important as we approach the festive season, which is often a time when it is very easy for people to over-indulge.
“Working in partnership with West Mercia Police, we hope to change people’s attitudes and remind them to think twice before picking up an alcoholic drink if they’re in charge of the keys.”
Superintendent Steph Brighton, for West Mercia Police, said: “It’s extremely frustrating that some motorists inexcusably still drive under the influence of alcohol.
“There is no foolproof way of calculating how much you can drink and remain under the limit, or knowing how much an individual person can drink and still drive safely.
“Any amount of alcohol can affect your ability to drive and there are numerous consequences of driving with alcohol in your system.
“Enforcement already takes place 24/7 across the whole of our area in order to detect those who are willing to take the risk and to protect other road users.
“We welcome campaigns such as this and hope that more people over the Christmas period choose a suitable alternative to alcohol if they are driving.”
Marc Milward, Area Manager from Shropshire Fire & Rescue Service, which is also backing the campaign, added: “We are pleased to be supporting Wenlock Spring’s campaign which has such an important safety message.
“Road traffic collisions are one of the most common types of incidents we attend and often lead to some of the worst injuries.
“In the financial year 2022-2023 there were 14 fatal collisions in Shropshire. Even one is too many and we hope that by listening to this valuable safety advice we can reduce the number of RTCs and serious injuries on the roads.
“Even one alcoholic drink can affect the way you drive so if you’re going out ensure there is a designated non-drinking driver or you have planned an alternative way to get home.
“If you have had a drink please remember you may still be over the limit the next day. So please allow enough time for alcohol to leave your system before you get behind the wheel.”
