Road safety campaigns cut drink-driving deaths

Anti-drink-drive campaigns are helping to reduce traffic accidents around the world, says a recent report.

The Drinking and Driving Report 2003, published by the Worldwide Brewing Alliance, shows that in 30 countries there has been an overall downward trend due, in part, to the campaigns.

Latest statistics from the UK in particular show that it has overtaken most of the world in reducing alcohol-related traffic accidents with fewer road deaths per 10,000 vehicles than almost anywhere except Sweden and Norway.

Mark Hastings, director of communications for the British Beer & Pub Association, said: "These figures are extremely encouraging and we are delighted that our efforts to drive home the anti-drink-drive message are helping to raise awareness and change behaviour. Our message is simple, if you are going to drink do not drive."

The Wheelwatch campaign and I'll Be Des, the industry's anti-drink-drive initiatives, are among the campaigns thought to be making a difference. Other factors contributing to fewer deaths include rigorous police enforcement, increased use of seat belts, motorcycle helmets and improved vehicle design.

But while the figures shed a positive light on the issue there is still widespread concern in the trade about drink-driving.

In a report published in March, the Academy of Medical Sciences called for a lower drink-driving limit but licensees in rural pubs are convinced this would only drive trade away from them.

Pete Harrison, licensee at the Unicorn in Staffordshire, said: "The people who are doing it are a small minority and if they're going to drink-drive they'll do it regardless of campaigns.

"Unfortunately, there will always be someone who takes the chance so lowering the limit won't help."

Pictured: I'll Be Des is thought to be one of the campaigns making a difference.​