Gwent Police has launched its summer crackdown on drink and drug drivers.
The force will lead the month-long national campaign on behalf of the four Welsh police forces.
The campaign was launched at Blackwood’s Asda store yesterday.
Last year in Wales a total of 35,347 motorists took part in the campaign, with 651 returning either positive results or failing/refusing to take the breath test.
Gwent Chief Constable Mick Giannasi said: “We are committed to making our roads as safe as possible. One of the most effective ways of doing that is through our relentless focus on
drinking and driving.
“Year-on-year these campaigns are greeted by much public support and the overwhelming majority of motorists stopped respond positively and are more than happy to take part.
“During the 2009 summer campaign collisions in Gwent reduced by over 50% which was really good news, however, 124 of the 20,772 drivers we stopped still returned positive results or refused/failed to supply a breath test which is extremely disappointing.”
This year, Gwent Police is using a different tactic to get the message across to drink drivers having been inspired by the in-flight safety message used by Thomson airlines.
The airline uses a film of a little girl called Alice to address passengers rather than usual flight
The force believed that the same concept would translate well to road safety.
The result is a series of five bilingual 40 second films, starring eight and nine year old pupils from Ysgol Gymraeg Casnewydd, the Welsh medium primary school in Newport.
Gwent’s Assistant Chief Constable Jeff Farrar said: “Using children to convey the strong road safety messages to adults is a fresh and interesting concept and completely captivating.
“I hope that the films will capture the imagination of drivers, and people will take notice of the issues and potentially, the very serious consequences of behaving irresponsibly and dangerously behind the wheel.”