Choose 0% and stay 100% safe for the World Cup

Ahead of England’s kick off game, drivers are being encouraged to choose 0% or plan another way home if they’re drinking.

The reminder comes as provisional figures show that 1 person died and 39 people were seriously injured in collisions last year where the driver was impaired by alcohol. 

The legal drink drive limit is 35 micrograms per 100 millilitres of breath or 80 milligrams per 100 millilitres in blood, but is currently under review following the launch of the new National Road Safety Strategy.

Importantly, everyone digests and reacts to alcohol differently so it’s not possible to give a reliable way of knowing when you are legal and safe to drive - it’s best to have none for the road. 

The 0% campaign has been created by THINK! and is being supported by the region’s road safety partnership, West Yorkshire Vision Zero. 

Lilian Greenwood, Local Transport Minister, said: “Drink-driving ruins lives, and even small amounts of alcohol can impair judgement and increase the risk of a serious collision. Choosing to drive completely alcohol-free is the safest option for everyone on our roads. 

“This THINK! campaign is a smart and timely way to reach drivers during the World Cup, using trusted media, creators and partners to remind people of the 0% options available before they decide to drink. 

"Our new Road Safety Strategy, the first in over a decade, will save lives by tackling the root causes of deaths on our roads. We have set an ambitious target to reduce deaths and serious injuries by 65% by 2035 and have consulted on multiple new measures, including a lower drink drive limit and a minimum learning period."

West Yorkshire Vision Zero are working to reduce road death and serious injuries in the county to zero by 2040.

Alison Lowe OBE, Chair of the West Yorkshire Vision Zero Board and Deputy Mayor for Policing and Crime, said: “Drink driving risks your licence, your job, a criminal record, prison, as well as your life and the lives of those around you.

“We want everyone to enjoy the World Cup, but the most important thing is coming home safely.

“Choosing 0% is a great way to do that.”

Chief Inspector James Farrar, head of West Yorkshire Police’s Roads Policing Unit said: “If you’re getting behind the wheel this summer, make it a simple choice - don’t drink and drive. 

“Even a small amount of alcohol can affect your judgement, and the risk simply isn’t worth it.  

“Think ahead, plan your journeys responsibly, and look out for one another. Staying safe behind the wheel protects you and everyone else on the road. 

“There is never any excuse for driving under the influence of drink or drugs. Our officers will be out across the road network and will not hesitate to stop anyone they believe may be under the influence.” 

To find out more visit the Think! 0% webpage.