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Choose Zero – Don’t Drink & Drive

Why Choose Zero? – Chief Fire Officer and Operations Director Stewart Edgar

During my years of service in Fire and Rescue I have witnessed the absolutely tragic consequences of drinking and driving all too often, and this has galvanised my view about the need to avoid any alcohol at all if you are driving.

I have also seen the dramatic and welcome reduction in the number of people being killed or injured over recent decades due to a combination of measures, but especially down to a shift in the public attitude towards drinking and driving.

cfoedgarHowever, I am deeply saddened to say that after all these years of steady decline in the numbers of people being harmed we seem to be seeing a worrying increase in numbers, with suggestions that drink related road deaths may even have risen by as much as 20% during 2015, compared to the previous year.  And every day, on average, someone is injured in a drink drive collision every single hour!

Those who drink and drive are not always bad people; they are generally ordinary people just like you and me – but they make a bad choice.

The legal limit is confusing; in most of the EU member states, including Scotland, have a lower legal limit than us.  I’m sure that this difference will be a topic of conversation in the corridors of Parliament over the coming weeks and months, but our stance is perfectly straight forward – don’t wait to be told what an acceptable risk looks like, simply choose a personal zero limit yourself; just Choose Zero.

Based on last year’s figures in this county, someone is injured as a result of a drink drive collisions each and every week and these will be prevented if we choose a Zero limit and stick to it.

Please Choose Zero!

During the last 5 years in Gloucestershire there have been 293 collisions resulting in 412 casualties and of these 111 were killed or seriously injured.  These are the reasons why the Road Safety Team are working tirelessly to make this campaign as effective as possible.

Nationally someone is injured in an alcohol related road collision every single hour, and that’s the same as over 700 families having a loved one injured.


The legal limit is confusing; there are strict alcohol limits for UK drivers.  However it is not possible to say how much alcohol you can drink and stay below the limit.

The way alcohol affects you depends on:

  • your weight, age, sex and metabolism
  • the type and amount of alcohol you’re drinking
  • what you’ve eaten recently
  • your stress levels at the time

So if you’re driving, it’s better to have none for the road.

Conversations about drinking and driving tend to focus on the limit and just how complicated it is in practice – you simply can’t buy alcohol in the quantities referred to in the law – who has ever asked for 79 mg of alcohol?   So the Road Safety stance is perfectly straight forward – don’t worry about the complications of the law, or wait to be told what an acceptable risk looks like, simply choose a personal zero limit yourself;  just Choose Zero.

Promote the campaign to your local pub, club and off-licence by displaying our campaign poster. To receive a poster email

To download our campaign posters and leaflet please click on the link below.

Choose Zero: Don't Drink and Drive

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The Consequences

The consequences are not worth the risk of having a drink and then driving.



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