Think! Kool and the Gang

Police support 50th anniversary Think! drink driving campaign

8 November 2014

North Yorkshire Police is getting behind the Think! Campaign’s 50th anniversary of the first national drink drive information film.

The campaign which launched on Friday 7 November 2014, is aimed at highlighting the change in people’s attitudes towards getting behind the wheel after having drunk alcohol.

The Think! figures show that through a combination of road safety campaigning and better enforcement, nationally road deaths caused by people drinking and driving have fallen from 1,640 in 1967 to 230 deaths in 2012.
The Think! research from 2012 showed that 91% of people would be ashamed to be caught drink driving as opposed to 1979, when more than 50% of men admitting to drinking and driving once a week.

Police officers across North Yorkshire and the City of York robustly enforce the drink drive message throughout the year.

  • From 30 September 2013 to 31 October 2014, they made 926 arrests, with 106 of these arrests during the summer’s drink drive campaign which ran in June.
  • In 2007, 239 people were killed or injured as the result of being involved in a collision where a driver was impaired through alcohol. This number was reduced to 137 in 2013.

As well as targeting drink drivers, officers also focus on those who drive while under the influence of drugs. Many officers have been trained to use Field Impairment Tests and screening machines are located in each of the force’s Custody Suites.

A new hard-hitting and controversial advert has also bee launched by THINK!

Deputy Chief Constable Tim Madgwick, who is the Chair of 95 Alive, York and North Yorkshire’s road safety partnership.

DCC Madgwick said: It is encouraging to see that the vast majority of people understand and believe that it is wholly unacceptable to get behind the wheel and drive after drinking alcohol.

However, there is a still a small percentage of individuals who persist in carrying out this illegal and anti-social behaviour. Too many lives are still lost because of the actions of a few.

Officers will continue to rigorously enforce the drink drive limits and anyone who is arrested and found to be over limit will quickly find themselves in court and without a driving licence, this can have life changing consequences for the families of victims and offenders.

If you know of someone who is drink driving, I urge you to contact North Yorkshire Police or Crimestoppers immediately. That phone call could save a life.


County Councillor Gareth Dadd, North Yorkshire’s Executive Member for Highways and Road Safety said: We fully support this campaign. Although figures show that road deaths caused by drink driving have fallen dramatically over the decades, and that attitudes about drinking and driving have changed, we must remain vigilant.

One life lost on the road through drink driving is one life too many.

Through 95 Alive we have launched a number of drink driving campaigns over the years and we will continue to raise awareness on this issue.

Anyone with information about someone who they believe to be drink driving should contact North Yorkshire Police straight away. Select option 1 and pass the details to the Force Control Room.  If there is an immediate risk to other road users ring 999. For those who would prefer to remain anonymous, Crimestoppers can be contacted on 0800 555111.

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