A CAMPAIGN to drive down the number of drink-related incidents in the region this Christmas was launched yesterday.

Instead of the usual "don't drink and drive" advertisements targeted at motorists, problems that alcohol can bring to society as a whole were highlighted at the Historic Quay, in Hartlepool.

Cleveland, Durham and Northumbria police forces have joined forces with local authority road safety teams and others to raise awareness of the effects too much alcohol can cause.

Inspector Mick Bennett, head of Cleveland Police Traffic Department, said: "Over the years, the don't drink and drive slogan has hit home, and now only a small hard core of motorists ignore it.

"However, drinking at this time of year brings misery to other people."

Police have to deal with numerous incidents caused by drunken pedestrians, accident and emergency departments are inundated and social services are often left to deal with the aftermath of domestic violence brought on by drink.

Inspector Gavin Clark, from Northumbria Police Motor Patrols Department, said: "We have largely got the message across to the younger generation, through co-ordinated campaigns like this, that drinking and driving is very anti-social and not worth the risk.

"We hope people will enjoy the festivities, but have to remind those who drink to excess that they are more likely to suffer the consequences.

"The tragic results of too much alcohol can last a lifetime."

Superintendent Barry Peart, Durham Constabulary's head of traffic, said: "Sadly, there are still drivers who, despite everything, persist in drinking and driving.

"The police role is to minimise the danger and tragedy associated with this crime, as well as instilling the fear of arrest and disqualification in those who ignore the message."

Throughout next month, radio stations across the region will also drum home the message.