This year's drink-drive campaign has just been launched by the government, specifically targeting young male drivers who _ according to the latest figures _ account for almost two thirds of the drink-drivers killed on the roads. Various social networks will be used to target the demographic, with advertising to be sent out on Facebook, Twitter and Spotify as well as others. 5.4 million British males aged between 25 and 34 use the networks, and represent the highest single user demographic. Road Safety minister Andrew Jones said: "Drink-driving destroys families and ruins lives, yet some reckless drivers continue to take the risk and get behind the wheel after drinking _ particularly young men who account for almost two thirds of drink drivers killed on our roads. "We have some of the safest roads in the world and deaths from drink driving have fallen significantly over the last 30 years, but it is still responsible for the deaths of five people every week. "This Christmas we are specifically targeting the biggest perpetrators of this devastating crime _ young men, but our message to everyone remains the same: don't drink and drive." A new advert will be placed on Twitter or Facebook every day throughout December, all of them focusing on the idea of FOMO _ the 'fear of missing out', and that young men have plenty to live for the following day: a day they may not see if they choose to drink and drive. Department for Transport research found that 20 per cent of young men have had two or more drinks before driving, and a further 11 per cent had considered it. A third of adult respondents, meanwhile, claimed that doing so would not impact their driving skills. Research from the National Institute for Health and Care Excellence (NICE), however, demonstrated that a second drink doubles a driver's chances of being involved in a fatal crash. Chief Constable Suzette Davenport, said: "Police officers on patrols over the Christmas and New Year period will be specifically targeting people driving under the influence of drugs or alcohol and we will also be doing roadside testing, so we can make instant arrests. "Our message is very simple and very clear _ you are breaking the law, you are risking your life and the lives of those around you and the consequences of doing so will plague you for the rest of your life." IAM RoadSmart chief executive Sarah Sillars noted: "Younger drivers and especially young males are at the highest risk on the road in general and it is worrying to see just how high this proportion is in drink drive deaths and serious injuries. "Through the work we do with offenders, the most common feedback we receive is 'I simply didn't realiseî, particularly when it comes to the risk of still being over the limit the next day. "This clearly demonstrates the need for education, especially for high-risk groups. Our advice is always make it none for the road this Christmas, but if you're going to have a drink, know your limits."
