We convinced people who genuinely had a drink drive conviction to talk about how their offence impacted on their lives. This added credibility to the personal consequences strategy and enforced the idea that it could happen to people who have good intentions.

KSI (killed or seriously injured) data is not yet available. However ACPO data shows that a 6.4 % increase in number of breath-tests conducted in the 2007 Christmas period with 19.6% fewer people tested positively or refusing a test.