Drinks maker Pernod Ricard has teamed up with the Automobile Association to launch a joint campaign intended to curtail incidences of drink driving.

Launching tomorrow the campaign will incorporate outdoor ads and a social media campaign to remind drinkers that “Drink driving starts with an excuse – it’s only down the road.”

It is hoped the message will reach up to 10m people online, one million of which are expected to stem from the AA’s own monthly online magazine.

The ads will run over the Festive period and into the New Year, targeting 17-24 year olds amongst whom the incidence of drink driving is highest.