As part of its ongoing campaign for moderation in the consumption of alcohol drinks by adults, The Sense Group (TSG) has launched a drive for Christmas and New Year with the aim of sensitising adults not to drive if they are going to drink.

This festive season, TSG will run two adverts with a clear message: "Choose a leader to drive you home safely". The campaign urges friends to take it in turns not to drink alcohol and drive the rest of the group safely back home.

Apart from print adverts, this year's campaign also consists of a cinema campaign and an extensive radio advertising campaign during evening and late night hours, targeting specifically those going to or returning from their preferred entertainment spots.

This is the ninth consecutive year that TSG has launched such a social campaign.

TSG chief executive officer Joe Farrugia said: "Abroad, the leader concept is popular. For example, in England for a number of years now The Portland Group has been promoting the concept of Des who does everything but drink, so that relatives, colleagues or friends can enjoy the party season and get home safely. The leader concept works like this: every time the group designates a different person who will be Des - the non-drinking driver.

"In Malta, we have observed that the leader concept has gained ground over the last four years since TSG started promoting it. We would like to see more people adopting this friendly idea," he said.

From year to year, an increasing number of adults prefer to hire a minibus or a taxi to ferry them after an event. The majority of adults are fully aware of the devastating consequences that can result when a person drives under the influence of alcohol.

"We chose a non-controversial issue, drink-driving prevention, about which there is broad social consensus. In Malta, there is no side arguing in favour of drinking and driving," Mr Farrugia said. "Besides, it is easier, cheaper and more practical to hire a minibus or a taxi rather than take your own car, try to find parking, refrain from taking a drink during this period, and then finding your way back home again in all the congested traffic."

TSG is again appealing to outlets not to sell alcohol to underage persons.

In the coming days, TSG will be launching other initiatives to encourage the Maltese to enjoy a safe Christmas and the New Year festivities.

Sign up to our free newsletters

Get the best updates straight to your inbox:
Please select at least one mailing list.

You can unsubscribe at any time by clicking the link in the footer of our emails. We use Mailchimp as our marketing platform. By subscribing, you acknowledge that your information will be transferred to Mailchimp for processing.