The Safer Essex Roads Partnership (SERP) has launched the Euros Football Friend anti-drink drive campaign to address the issue of road deaths caused by drunk driving. The campaign specifically targets men under the age of 40, emphasizing the importance of planning journeys ahead of football celebrations. By highlighting the potential consequences of drunk driving, including arrest or fatal accidents, the campaign aims to encourage safer behaviour during the Euro football season.
The campaign features former England goalkeeper David James and comedic actor Joe Thomas, promoting alternative transportation options for football fans. These options include DigiGo, a shared public transport service offering on-demand or pre-bookable travel in parts of Essex, and the Travel Essex App, which provides real-time travel information. The campaign is backed by data showing that young men are disproportionately affected by drunk driving, with at least 258 men under 40 killed or seriously injured in drunk driving crashes on Essex roads in the past decade. This initiative is part of SERP’s broader Vision Zero strategy, which aims to eliminate all road deaths and serious injuries in Essex by 2040.
Find more from Safer Essex Roads Partnership (UK, June 2024)
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