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Leading road safety campaigners Don't Be That Someone has called on the government to enhance its efforts to change people's views on drink driving.
Don't Be That Someone, who recently launched their own seasonal drink-drive campaign, believe that the problem must be tackled by teaching under-17s about the dangers and effects driving whilst over the legal limit can have.
The calls come as the government unveiled its own robust Christmas drink drive campaign to discourage British motorists and car insurance policy holders from driving under the influence of alcohol.
Michael McAdam, founder of Don't Be That Someone, has told the Press Association that, "We welcome this consultation on the proposals. But it doesn't go far enough to tackle the serious problem of drink-driving.
"Our police are thinly stretched already - they haven't got the capacity to police and enforce these proposals. And putting these proposals in place alone won't have a long lasting impact. These proposals won't fix the root cause of the problem - it doesn't show young people why drink-driving is dangerous, or the real consequences.
"You need to educate young people to change their fundamental attitudes to stop them drink-driving in the first place, or you're not fixing the problem. We need specific educational and awareness campaigns aimed at pre-drivers. We need to educate them in a way that'll engage them, if we want to make a serious reduction in road traffic collisions."
Don't Be That Someone's campaign, which combines a series of original multimedia elements, will be accompanied by a fundraising movement to help finance improved teaching for 14 to 18 year-olds on the subject across the UK.
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