CHRISTMAS DRINK-DRIVE CAMPAIGN TARGETS YOUNG MEN'S 'FEAR OF MISSING OUT'
Nearly two-thirds of drink-drivers killed in crashes in England and Wales are young men, the Government has revealed as it launches a Christmas campaign aimed at the group
Their "fear of missing out" is being targeted after the Department for Transport said 62% of drink-driver fatalities are males aged between 17 and 34.
The department's research found that 20% of young men have got behind the wheel after having two or more drinks, with a third of adults saying they felt it would not affect their driving.
A study by the National Institute for Health and Care Excellence found that a second drink doubles a driver's chances of being involved in a fatal collision.
A new advert is being released every day on Facebook, Twitter and Spotify during the month-long Think! campaign launched on Thursday.
Road Safety Minister Andrew Jones said drink-driving, which kills five people every week, "destroys families and ruins lives".
"This Christmas we are specifically targeting the biggest perpetrators of this devastating crime - young men. But our message to everyone remains the same: don't drink and drive," he said.
The campaign coincides with a month-long police operation to combat drink- and drug-driving during the festive period.
Forces around the country will target known hotspots to detect people who are on the road illegally.
In December last year police forces carried out 110,226 breath tests, of which 5,543 were positive, failed or refused, according to the National Police Chiefs' Council (NPCC).
Some 1,888 drug screening tests were conducted during the same period, with almost half turning out positive.
The Government has also teamed up with Coca-Cola to offer two-for-one soft drinks to motorists in 8,000 pubs across the country in a bid to encourage designated drivers who avoid alcohol.
Research by price comparison website MoneySuperMarket found that, for the second year running, Crewe has the highest proportion of motorists with drink- or drug-driving convictions.
The Cheshire town has a rate of 1.66 convictions per 1,000 drivers, according to the study.
Llandrindod Wells in Powys was ranked second, followed by Hereford in third place.
London dominated the list of postcodes with the lowest conviction rates, with the north-west of the capital having just 0.53 drink or drug drivers per 1,000.