Minister of State at the Department of Health and Children, Ivor Callely, TD, today joined MEAS in launching a campaign encouraging designated driving over the festive season.

The MEAS 2003 Designated Driver Campaign calls on the public, when out over Christmas to designate a member of their group to refrain from drinking alcohol during the evening so they can drive home safely, and to encourage the drinks industry to put into effect more reasonable pricing of non alcoholic drinks, so bringing down a potential barrier to designated driving.

Fionnuala Sheehan, Chief Executive of MEAS said “A comparatively high proportion of socialising in Ireland takes place in the pub. So before heading out, it is especially important that we plan how to get home safely. A simple, practical way is to designate a member of our group as the non drinking driver. And the job of the Designated Driver is to bring family, friends or colleagues home safely”.

According to MEAS, there is evidence that Irish drivers are becoming more responsible. In 1997, 472 people lost their lives on Irish roads. In 2002, that number reduced to 376 even though registered vehicles increased by 30% and the number of driving licenses issued grew by 19% over the period. Every life lost, every injury sustained on our roads is one too many. Drink driving is a significant factor in such deaths and injuries. Designated driving can save lives and avoid injuries.

Speaking at the launch, Ivor Callely TD, said: “Any drink driving is unnecessary and unacceptable – this initiative shows a very simple solution to the problem, and I would encourage everyone to designate a driver as part their plans when they’re getting ready for a night out this Christmas and throughout the year”.

Ms Sheehan continued: “A disproportionate number of young male drivers are killed on Irish roads and the most serious collisions occur between 10.00pm and 6.00am. Drink driving is an issue for people of all ages in this country. Our campaign at this point is focused more on the younger male motorist. Our radio advertisement ‘Be a Clever Dick – Designate a Driver’ will run on youth targeted radio stations nationally and locally. Future campaigns will target other age groups”.

The campaign is also backed by the National Safety Council. Mr Pat Costello, Chief Executive says “The MEAS ‘Designated Driver’ initiative is particularly welcome as it seeks to promote responsible behaviour among road users over the Christmas, a high risk period for drink driving related death and injury on our roads.”

“The message couldn’t be simpler. Never, ever, drink and drive. If you intend socialising with a group of friends or family over Christmas you must plan ahead, use public transport, a taxi or a designate a driver who will not drink alcohol and take responsibility for ensuring that everyone that everyone gets home safely” he concluded.

The MEAS message which encourages designated driving over the festive period will be promoted to the public on local and national radio. The licensed trade organisations support the initiative and are actively encouraging all of their members to promote the designated driving message. Free non alcoholic product for passing on to designated drivers is being provided to licensed premises in ten different locations around the country, courtesy of the Beverage Council of Ireland and Tennents Ireland. Selected further to a Licensed Trade Designated Driver Competition, these premises will be undertaking additional initiatives to promote designated driving in their localities. (View the competition winners here)

The MEAS campaign is designed to complement the recently launched Christmas Anti-Drink Driving Campaign by the National Safety Council and An Garda Síochána. Superintendent Declan O’Brien of An Garda Síochána said, “Drunk Driving is a causation factor in collisions that result in fatalities and life changing injuries. An Garda Síochána on behalf of the State have the responsibility to enforce Drink Driving legislation and we are committed to this under Operation Lifesaver and also during our current Christmas Campaign. However the primary responsibility not to drink and drive rests on the individual. The principal of the MEAS Designated Driver initiative is the incentive for all to exercise responsibility, to eliminate the scourge of drink driving.”

Conor Faughnan, Public Affairs Manager, AA Roadwatch, said, “We fully support MEAS’s initiative and see it as a welcome and timely step towards further road safety in this country. We must stamp out this culture of people taking a risk with drink-driving and designated driving is a constructive step toward that goal.”

The message this Christmas from MEAS is ‘Be a Clever Dick – drive straight and designate’.