YOU THINK IT'S ALL OVER! - IT IS NOW

YOU THINK IT'S ALL OVER! - IT IS NOW.

That message with two photographs: the first showing a crowd celebrating in a bar and the second, a smashed car, is the theme of a World Cup safe driving campaign supported by Bedfordshire and Luton Fire and Rescue Service.

Bedford Borough Council, working with Central Bedfordshire Council and BLFRS, launched their campaign at the Interchange retail park in Kempston on 4th June.

Staff from JJB Sports got involved, wearing soccer kit for the photocall.

Matches at World Cup will be kicking off between midday and 7.30pm (BST) and there are concerns that could lead to people having a 'quick' couple of drinks and then driving.

Approximately 3,000 people are killed or seriously injured on roads in the UK each year in drink-drive related crashes and nearly one-in-six of all deaths on the road involve drivers who are over the legal limit.

BLFRS Northern Area Commander, Tony Rogers, said: "Firefighters rescue seven times as many people from wrecked cars as they do from burning buildings. Cutting deaths and injuries on the roads is a critical activity of the Fire and Rescue Service and we hope this joint campaign will help do just that."

The advertising idea came from Bedford Fire Station and was brought to life by the Community Safety team led by Derek Hobbs.

It has been used on leaflets, posters and bus backs for maximum effect.