Department for Transport: Drink Drive 70s through to the present

This paper reveals how communications changed drink driving behaviour over the course of thirty years from 1979 to 2009 by tackling drink driving attitudes, acceptability, denial and decisions. This relentless pursuit of potential drink drivers saved almost 2,000 lives, prevented over 10,000 serious injuries, and created a value to society of £3bn. For the second, third and fourth periods of the campaign every £1 spent on communications saved society £154, £12 and £38 respectively