Drink Drive Campaign Launches
West Midlands Police has harnessed virtual reality technology to
highlight the very real dangers of drink and drug driving this
The force has today launched its annual month-long operation to
stall irresponsible motorists who put their own and others' safety
at risk on the roads.
And as part of the campaign - which also sees officers targeting
'morning after' drunk drivers - West Midlands Police has created a
360-degree virtual reality video designed to hit home the
devastating consequences of driving under the influence.
The hard-hitting video - using actors and involving all
emergency services - is shot from the perspective of a passenger in
a car being driven by someone over the limit. It graphically shows
the after effects of a high-impact collision as one passenger
suffers life-threatening injuries, another is cut free from the car
and the driver is arrested.
The VR headsets, funded by West Midlands Police & Crime
Commissioner David Jamieson, are being taken to shopping centres
and prominent locations across the festive period to show people
the consequences of driving while drunk.
PCC David Jamieson, who is backing the campaign, said: "People
driving under the influence of drink or drugs are a menace on our
roads. They put their own and other people's lives at risk.
Inspector Jack Boardman, who is leading the WMP and Central
Motorway Police (CMPG) drink and drug drive operation, added:
"Getting behind the wheel under the influence of drink or drugs can
put yourself and other innocent road users at risk of serious
injury or death.
"The festive season is a time of the year where people want to
go out and celebrate but everyone needs to be responsible and plan
their journeys. It is the same the next morning where you can still
be under the influence and breaking the law.
"This innovative technology really helps to hit home the dangers
of drink -driving; it is very realistic and shows the scenes we
unfortunately face following a serious accident.
"We don't take the decision to use these headsets lightly; we
appreciate there are some parts of the scenario which may be
distressing. But we feel it is important to illustrate the
consequences of illegal behaviour."
As part of the intelligence-led police operation throughout
December, officers will be carrying out unmarked patrols and
monitoring hotspot areas.
"Drinking alcohol then driving is the most dangerous thing
a driver can do and is a serious criminal offence.
"I've seen first-hand the damage drink and drug driving can
have, that is why I have invested in these headsets to show the
dangers to the public too.
"The overwhelming majority of law-abiding motorists are appalled
at drink driving and will back this hard hitting campaign.
"I want everyone to enjoy the festive season - but if people
want a drink , then don't combine it with driving."
*The video has been created with the support of colleagues from
West Midlands Fire Service and West Midlands Ambulance Service.
Thanks also to the NEC for their assistance in the filming.