THIS week has seen the latest police initiative launched in a bid to reduce the number of drink drivers on the North-east’s roads.
Friends, family and colleagues are being asked to play their part by reporting suspected drink drivers.
It comes against the backdrop of alarming figures which show that alcohol was a potential contributory factor in as many as 25 per cent of all road accident fatalities in the region last year.
During last month, police reported that 45 motorists were charged with driving while under the influence.
First Minister Alex Salmond added his voice to the new campaign, The Mourning After, urging people to intervene and prevent drink drivers getting behind the wheel.
Recently, the Scottish Government announced plans to lower the drink-drive limit “as a priority” - ministers propose to lower the limit from 80mg of alcohol per 100ml of blood to 50mg and this will be brought forward later this year.
Any step towards lowering the death toll from drink-driving incidents on our roads is to be welcomed.
Campaigners have been stepping up their demands for a zero tolerance approach to the provide a long-term solution.
They point to evidence from across Europe showing that alcohol-related road deaths drop dramatically where the limit has been reduced.
Personally, I would favour zero tolerance - no alcohol in the bloodstream whatsoever, then everyone would know where they stood. But, somehow, that seems to be a distant prospect.
In the meantime, people are being encouraged to embrace the new Grampian Police initiative. Sense of loyalty, the force point out, is worthless when another family is left to mourn the loss of a loved one.
Attitudes have to change - but the question is will they?