Jon Corner, the creative director running the campaign at River Media, said: 'It would be daft to do a poster campaign – this young, media savvy audience won't pay attention to a corporate "don't" message from the council.'
Tangerine will target national and regional media, encouraging journalists to raise the debate, said Corner. 'Why, when young people are image conscious in every other way, don't they mind losing their cool on drink and drugs?' he asked.
Like many regenerated cities, Liverpool has seen a rise in the number of adult in car fatalities between 1994 and 2004. The rise has continued despite government targets set in 2000 to reduce fatalities and serious injuries in road accidents by 40 per cent by 2010.
The increase is most pronounced for people aged 16-29 between 9pm and 6am, especially at weekends. It is believed to be linked to a rise in night-time activity and poor public transport, as young people travel from places like the Wirral and North Wales to go out.