Sense Group reaffirms drink-drive warning to Christmas revellers

Drinks importers' lobby Sense Group has reaffirmed its message to Christmas and New Year's revellers to refrain from driving if they are under the influence of alcohol.

Running ads on TV, online and on bus shelters, The Sense Group's message is based on "straightforward common sense", the group said.

"Enjoy it in moderation, but just don't drink and drive," TSG director Ray Grech said in a statement that also announced their revamped website www.drinkawaremalta.com to reflect this message for the party season.

This year's Christmas campaign is a follow up to an earlier campaign launched last September with messages 'don't over do it' which ran on social media targeting young binge drinkers, playing on the shame and embarrasement of seeing pictures of themselves drunk on social media.

www.drinkawaremalta.com also features a new quiz, a 'Test yourself' facility, aimed at young people to see how much - or how little - they know about how excessive alcohol consumption can affect the brain.

For the past 15 years, TSG launched messages and innovative campaigns specifically targeting partygoers to help them have a really great Christmas and New Year's festivities.

The message "just don't drink and drive" urges people to plan ahead if they intend to party and drink.

"One could recommend friends and relatives to take it in turns for one of them not to drink alcohol and drive the rest of the group safely back home.

"The positive effects of The Sense Group's campaigns against drinking and driving, underage drinking, and binge drinking, conducted with the support of the Maltese beverage industry, could be seen from year to year. An increasing number of drivers prefer not to drive but hire a minibus or a taxi to ferry them before and after an event.

"The majority of adults are fully aware of the devastating consequences that can result when a person drives under the influence of alcohol. Within seconds, a good night out can turn into a nightmare and a lifetime of regret," Grech said.

Grech said it is easier to hire a minibus or a taxi rather than driving one's own car, trying to find parking, refraining from taking a drink during this period, and then driving back home again in the congested traffic.

"The appeals for alcohol moderation are heeded by most consumers, but efforts are still needed for a long time to come to ensure that generations totally adhere to this culture," Grech said.