With recent figures estimating there has been the highest number of casualties from UK drink-driving in a decade, ‘Wrong Side of the Road’ is an interactive experience that allows people to have a conversation with a real drink-driver, to help understand the effects of alcohol and the consequences of drink-driving.

“It is never acceptable to drink and drive,” said Dayalan Nayager, managing director GB at Diageo. “This is a real opportunity for drivers to learn about the consequences of drinking alcohol and getting behind the wheel. We’re confident the participants will connect with the real-life case studies and their compelling stories. Every single accident caused by drink-driving is preventable.”

UK government transport minister Baroness Vere said: “Drink-driving is illegal, puts lives at risk, and there are tough penalties and rigorous enforcement in place for those who choose to do it. This government has made a commitment to continue working tirelessly to reduce the number of incidents of drink driving on our roads, and our award-winning THINK! campaign continues to challenge social norms and attitudes towards drink driving, particularly among younger drivers.

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