The STATE'S biggest anti-drink driving campaign to date has begun in a bid to reduce the number of deaths on Irish roads over the festive period.
The Road Safety Authority (RSA) has called on the public to have a zero-tolerance policy for drink-driving in the coming weeks, insisting that December is a particularly bad month for deaths.
Last year, 38 people lost their lives on Irish roads during December, with 18 people killed or seriously injured during Christmas week alone.
Gardaí, the Road Safety Authority (RSA), the Commission for Taxi Regulation and Mature Enjoyment of Alcohol in Society (Meas), have joined forces to back this year's anti-drink driving campaign.
It includes a new television and radio advert which encourages people to get home safely this festive season by using taxis or hackneys. Another radio advertisement to be aired highlights the danger of driving the morning after a night of socialising.
According to recent statistics from the Health Service Executive (HSE), one in three crashes in 2003-2005 was alcohol-related. In cases where the blood alcohol levels of drivers were available, almost six in every 10 of those killed were found to have alcohol in their blood.
The HSE study into drink-driving in Ireland also found that two thirds of alcohol-related crashes occur between 10pm on Friday and 8am on Monday.
Furthermore, 21 per cent of fatal road crashes that occur from 6am-noon are alcohol related.
Speaking at the launch of this year's campaign, the chief executive of Meas and drinkaware.ie Fionnuala Sheehan called on motorists to take responsibility for their drinking this Christmas and not to ignore the morning after.
"We have found that when drinking, many people do not consider what a standard drink is and the period of time it takes their bodies to eliminate it," said Ms Sheehan.
"A standard drink measures the amount of alcohol, not the amount of liquid you're drinking. When it comes to the morning after and getting into your car to drive, not knowing how much you have drunk is extremely dangerous as you may still have alcohol in your system."
To coincide with the start of the anti-drink driving advertisements, a Garda enforcement campaign has also begun. Over the festive season, motorists can expect to see mandatory alcohol tests and speed checkpoints, and these will be backed by undercover and marked patrols.