POLICE are warning motorists and landlords in Ludlow and south Shropshire about the dangers of drinking and driving in the coming weeks.
Campaigns against drinking and driving are often associated with Christmas but experts warn that it can often be a bigger problem in the summer.
There is also concern from the Road Safety Partnership that the World Cup may make it worse.
They say drink and drug driving offences typically increase during the summer and with a month of televised World Cup football at home or on big screens people may be tempted to risk mixing drinking with driving.
The campaign, entitled ‘Kick Drink Drive’ aims to raise awareness of the consequences of driving after drinking.
As well as targeted campaign activity over the summer months to raise awareness, enforcement of these offences will be a key priority for West Mercia Police.
Roadside checks will be carried out at all times of the day and night and on all types of road.
The campaign will be featured in various pubs and to try and spread the message.
Over the past three years, 103 people have been killed or seriously injured in West Mercia as a result of collisions involving drink or drugs.
Of particular concern is those motorists aged between 17 and 30; Just over 50 per cent of drivers involved in collisions causing death or serious injury involving drink or drugs were aged 17-30, of which around 85 per cent were male.
The immediate consequences for anyone if they are caught drink or drug driving include a minimum 12 month driving ban, up to six months in prison, a fine of up to £5,000 and a criminal record.
A conviction for drink or drug driving can have a major impact on the future prospects of a young person. It may lead to job loss and significant problems when applying for a job in the future.
Driving after drinking or taking drugs significantly increases the chances of a person being involved in or causing a collision. The maximum penalty of being convicted of causing death by careless driving when under the influence of drink or drugs is 14 years’ imprisonment, an unlimited fine, disqualification from driving for at least two years and a mandatory extended driving test.