The print ads, by JWT London, recreate scenes of road traffic incidents using bottles of alcohol and carry the strapline "What's the price of a bottle?". The campaign will run from this week through to the New Year.
Carole Whittingham, chair of CADD, said: "Every year, lives are ruined because of drink-driving. We hope that the dramatic nature of these images will make drivers think twice before drink-driving over the festive period and, indeed, all year round."
The campaign follows a government decision to slash the budget for its annual "Think – Don’t drink and drive" campaign from £3.4m in 2009, to £550,000 this year.
Transport secretary Philip Hammond defended the reduction and the move away from TV advertising, claiming the most "effective way of reaching a young audience nowadays tends to be via social networking media".
This article was first published on marketingmagazine.co.uk