West Mercia Police has launched what it has described as its most hard-hitting festive drink drive campaign yet.

Police are using pictures of a Worcestershire man who was nearly killed by a drink driver when he was 21-years-old.

Father-of-two Ed Walsh, who is now wheelchair bound, will feature on beer mats and posters with the hard-hitting message: "Did you hear about the man who had one for the road... I met him."

Mr Walsh also had to do a live performance for cinema adverts.

Drinking and driving is dangerous, devastating and in West Mercia it will not be tolerated Sgt John Roberts

He said: "We did a live show in Worcester where I had to get up on stage and tell some jokes and get people laughing.

"I then went to the punch line; did you hear about the man who had one for the road, well I met him.

"It was funny, and like all these campaigns and adverts, some of them are hitting hard immediately but this one holds back and then the hard hitting message comes at the end."

Police say one in seven of the people killed on the roads in the UK are involved in drink-related accidents.

Sergeant John Roberts, from West Mercia Police, said the campaign was aimed at people aged between 17 and 35-years-old.

He said: "This is the age group that are more likely to drink and drive based on the national trend last year.

"Drinking and driving is dangerous, devastating and in West Mercia it will not be tolerated."