WHO IS taking you home tonight?
This is the question being asked as part of this year's anti drink-drive campaign, which is being launched by the Safer Roads for Cumbria partnership.
The festive season advertising campaign features the poignant question next to a picture of a taxi, police car, ambulance and a hearse, with the aim of driving home the dangers of drink-driving.
Around 450 people are killed or seriously injured every year on Cumbria's roads and there has been a significant increase in drunk drivers being involved in road accidents over the last seven months.
On average, 15 people are arrested every week for drink-driving in Cumbria.
County councillor Geoff Hodgson, cabinet spokesperson for community safety, said: "If you are going out enjoying yourself over the festive season, leave the car at home, get a taxi or arrange a lift with someone who is not drinking.
"This simple yet effective campaign highlights the alternative methods of transport available to party goers. Let's hope it makes drivers think before getting behind the wheel this year."
The campaign coincides with the launch of a police crackdown that will be carried out across the county over the next month.
Police will be carrying out high-profile vehicle and breath checks at roadside locations in an attempt to reduce alcohol-related road casualties in Cumbria, with the aim of stopping accidents before they happen by detecting and deterring drink-drivers.
Nationally, drivers who are under the influence of drink or drugs cause one in seven fatalities.
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