The regional launch of the annual campaign took place at the North Tyneside General Hospital at Rake Lane, North Shields on Monday.

In 2002, there were 245 accidents that involved alcohol in the Northumbria force area, 118 in Durham, 72 in Cleveland and 85 in Cumbria.

At total of six people were killed and 62 were seriously injured as a direct result of drink driving.

Hospital's emergency care centre workers were on hand to let people know about the importance of year round vigilance when it comes to drinking and driving.

We have deliberately chosen a rather ghoulish location for the launch... we want to emphasise the potentially fatal consequences of drinking and driving Andrew Johnson

Andrew Johnson, head of the traffic section in Government Office said: "This is a year-round problem but at this time of the year the temptations do increase.

"People are already gearing up for office parties, for family gatherings and for just generally enjoying themselves in the local pub.

"If people want to go out for a drink then they should leave the car at home and use public transport, taxis or walk.

"We have deliberately chosen a rather ghoulish location for the launch this year because we want to emphasise the potentially fatal consequences of drinking and driving.

"This is not the place that people would want to spend Christmas."

Louise Freeman, the hospital's Consultant in Emergency Medicine said: "The excitement of Christmas celebrations can lead people to take risks that under other circumstances they wouldn't, such as taking alcohol and driving.

"I think all drivers need to bear in mind the responsibility of piloting a potentially lethal weapon through our community with its other vulnerable road users such as children or the elderly.

"We see enough accidents resulting from winter road conditions without adding any avoidable ones caused by drink driving."