A HARD-HITTING campaign launched today will warn drivers that a Christmas drink could land them in jail.

Devon and Cornwall Police are stepping up their fight against drink and drug driving as part of the nationwide campaign, launched today by Road Safety Minister Jim Fitzpatrick.

The Government and police have joined forces to urge party-goers to leave their car keys at home over the festive season.

This year, the Department for Transport's THINK! campaign is supported by Coca-Cola and designated drivers will receive free soft drinks at thousands of pubs across Britain.

The campaign involves radio, Internet and pub advertising and is aimed at young men in particular to remind them that, if they get caught drink driving, they will be processed like any other criminal.

The Association of Chief Police Officers (ACPO) will also coordinate a nationwide police operation to tackle the problem of drink and drug driving over the festive period.

Mr Fitzpatrick said: "Drink driving ruins lives. Last year 460 people died and families across Britain were devastated by the menace of drink driving.

"My message to drivers is clear. If you get behind the wheel after a festive tipple you risk wrecking your own and other people's lives – don't do it.

"Drink drivers are treated like any other criminal – they face giving blood and DNA samples and being locked in a police cell. They'll also get a minimum 12 months' driving ban, criminal record and large fine. Don't ruin Christmas in a moment of selfishness."

Michael House, senior road safety officer at Plymouth City Council, said: "Drinking and driving occurs across a wide range of age groups. However, in Plymouth, during the last six months our data has shown that drink drivers are most likely to be male and aged between 21 and 30 years old.

"There is no safe alcohol level for drivers and concentration can be affected by just one drink. Please plan your activities this festive season. Don't get caught out. Leave the car at home, share a taxi, arrange a lift, elect a designated, non-drinking driver or use public transport."

More than half a million drivers are stopped and breathalysed each year, with more breath tests carried out in December than other months.

This Christmas many police forces will be using digital breath testing equipment, funded by a £2 million investment by the Department for Transport, which allows officers to record information about drink driving electronically.

As well as providing a much clearer picture about those who drink and drive, the devices will enable police to carry out more enforcement.