The government has launched a new campaign to tackle drink driving, targeting those who do not recognise that even a small number of drinks before driving can be deadly. It urges everyone to Think! before drinking and driving. New adverts highlight how a second drink can double the chance of being in a fatal collision.

Road safety minister Andrew Jones said: “Drivers know that drink driving is wrong. It can destroy families and ruin lives. Yet some irresponsible drivers still take the risk and get behind the wheel when they shouldn’t.

“Over the past 30 years drink drive deaths have fallen significantly but every death or serious injury is one too many. The best way for drivers to keep themselves and other road users safe is simple: don’t drink and drive.”

Sarah Sillars, Institute of Advanced Motorists chief operating officer, said: “Many of the people we work with on our drink-drive rehabilitation courses aren’t repeat offenders, many are drivers who thought that a second one couldn’t hurt.

“We support Think!’s campaign which highlights the importance of avoiding the temptation of ‘just one more’.

“Know your limits and know the legal limit. Getting that second drink calculation wrong is easily avoided just by remembering that if you drive, don’t drink.”

Liz Brooker, spokesperson for Road Safety GB, said: “The combined efforts to tackle those who choose to drink and drive have been successful over the years.

“But some people still think of a drink driver as someone who drinks copious amounts and gets in the car.

“They don’t realise that they could be a drink driver too, by having a small amount to drink and taking to the road.

“This campaign will make people think twice before taking another drink, helping to make our roads safer.”

AA president Edmund King said: “December is still the worst month for drink driving so we support the Think! campaign to highlight the problems and consequences of drunk driving.

“The Think! campaign is based around Increasing agreement that driving after drinking two drinks impairs your driving and is dangerous.

“The best way to avoid any second or third drink is not to have the first drink. Once drivers have their first alcoholic drink their good intentions of not drinking and driving often go out of the window. The best advice for drivers is don’t drink and the best advice for drinkers is don’t drive.

“There is truth in the slogan that ‘a second drink could double your chance of being in a fatal collision’ but often it is that first drink which leads to the second.

“With uncertainty about strength of drinks and size of glasses the best advice is to forget the legal limits and have none for the road.”