The £1.6m Think! campaign, created by Leo Burnett, launches today with radio ads highlighting the length of time a drink drive conviction stays on your licence and the effect it could have on people's job prospects, as well as serving as a constant reminder of the 12-month driving ban the offence carries.
The ads give examples of what else people will do in the 11 years that their conviction stays on their licence, such as breathing enough air to fill 20 hot air balloons, eating enough potatoes to fill six phone boxes, drinking 36 bathtubs full of water and sweating enough to fill 1,612 fish tanks.
The campaign also reveals that if a man kisses his wife goodbye every day for 11 years, his lips will have been pressed against hers for 14.5 days.
Along with the radio ads and in-pub advertising, the summer campaign will include TV and cinema ads, which will run from June 2 to August 10.
Jim Fitzpatrick, road safety minister, said: "As the weather gets warmer we all want to be out enjoying ourselves and might end up drinking when we hadn't planned to, but that doesn't mean we have to drive home.
"If you've had a drink use public transport or take a taxi -- otherwise a quick pint might end up lasting 11 long years."