West Mercia Police is joining forces with the Association of Chief Police Officers to highlight road safety and the dangers of driving while under the influence of intoxicating substances over the festive period.

The scheme asks all motorists to avoid consuming any amount of alcohol if they plan to get behind the wheel of a vehicle this Christmas, as this is the only sure-fire method for ensuring they remain under the legal drink-drive limit, local publication the Evesham Journal reports.

It is being publicised through beer mats and posters used by pubs and clubs across the area and encourages individuals to use public transport or taxis in place of driving if they have had any amount of alcohol.

Vicki Bristow, communications manager at the Safer Roads Partnership, told the news provider: “It’s great we are able to join forces with our colleagues across both force areas to highlight this important message, through outdoor advertising and social media.”

She added the campaign aims to highlight the consequences of drink and drug-driving to road safety, and to those individuals who commit an offence – including the likelihood they could lose their licence and the impact a conviction could have on their career prospects.

It is important to remember that consuming any amount of intoxicating substance will have a serious impact on an individual’s ability to drive safely and this lapse in judgement can lead to serious and long-lasting consequences.

Motorists up and down the country will be celebrating the festive season over the coming weeks and anyone who may have fallen foul of drink-driving laws in the past could now be paying the price with higher insurance premiums.

However, here at GSI Insurance Services (Southern) Limited our expert team prides itself on being able to find the best deals on convicted drivers insurance, ensuring that even if individuals have broken the law in the past, they will not have to pay for their wrongdoings forever through inflated costs.