The campaign is targeted specifically at young men

The Deputy Justice Minister Hugh Henry unveiled TV advertising, posters and credit card-sized World Cup fixture lists for the �235,000 campaign. It came as new figures revealed the numbers of motorists who were caught under the influence in Fife over the weekend reached average monthly levels.

At least 10 drink-drivers were caught between Friday and Sunday.

That equates to the number of people normally caught over an average 30-day period in the area.

We know that young men do not appear to respond to images of road crashes, gore and loss of life Hugh Henry Deputy Justice Minister

Another two drivers refused to be breathalysed at the weekend in Fife.

Research has found young men are most likely to drink and drive and believe they are unlikely to be caught.

The summer months and the festive season are the peak periods for drink-driving.

Launching the campaign, Mr Henry said young men were susceptible to publicity which highlighted the personal consequences of a drink-driving conviction.

With the World Cup now starting this may also encourage people to have a few drinks Fife Constabulary spokesman

"Based on research from the 2003-04 festive campaign, we know that they do not appear to respond to images of road crashes, gore and loss of life," he said.

"That's why this campaign offers one clear message - the consequences of drink-driving just start with being arrested.

"Drink-driving will result in the loss of your licence, and could cost you your job and your normal home and social life."

Fife Constabulary have also issued a warning to motorists not to drink and drive during the World Cup.

Warmer weather

A spokesman said: "These drink-driving figures are significantly higher than normal and total a usual monthly amount, which is concerning.

"There may be a number of reasons for this increase, in particular the warmer weather, which may be encouraging people to have a drink when visiting friends or relatives and taking the chance that one or two will not do them any harm.

"With the World Cup now starting this may also encourage people to have a few drinks, perhaps on the way home from work to stop off at the pub and have a drink whilst watching the football.

"We would warn motorists not to be tempted to drink and drive."