The police staged a crash at the launch of the campaign

Thirty-four people have died so far this year compared to 24 for the whole of last year, with alcohol playing a part in a quarter of fatalities.

The figures were revealed at the launch of the Christmas anti-drink driving campaign in Londonderry on Tuesday, as a father outlined the devastation caused by drinking and driving.

Bobby Bradley's son Robert, 20, was knocked down and killed by a drunk driver as he was walking back to his university residence in England in December 2000.

The man jailed over the deaths admitted being more than three times the legal limit at the time of the accident.

Mr Bradley said the death had devastated his family.

"We feel there should be zero tolerance for drink-driving. We would not want any other family to go through what we have," he said.

The anti drink driving campaign was jointly launched by the police and the DoE and comes ahead of a major advertising campaign beginning later on Tuesday.

It doesn't matter how much, or how little, you drink, any amount of alcohol can impair your driving Superintendent Ian Hamill PSNI

Mr Harry Green, Chief Road Safety Officer for the Department of Environment, said: "While the majority of drivers have taken on board the drink-drive message there are still those who choose not to listen.

"Deaths on our roads are at a higher level than this time last year, although thankfully there has been a significant reduction in serious injuries."

Superintendent Ian Hamill of the PSNI said the human cost of drink driving had to be remembered.

"The statistics make stark reading - 28 deaths on our roads last year were attributable to drink-driving.

"But figures don't tell the full story in the way that the Bradley family can."

He said a convicted drunk driver would lose their licence, even their job, and, if they killed someone, could go to jail.

He added: "It's quite simple: Drinking and driving wrecks lives. Anyone tempted to drink and drive should ask the question 'Could I live with the shame of killing someone?'"

The police also urged pedestrians to take care on the roads.

Mr Hamill said: "An irresponsible minority still ignore all advice and warnings and, what's more, ignore the feelings of a vast majority of people, for whom drinking and driving is shameful and unacceptable."