The road safety charity is calling on drivers to commit to staying stone cold sober if driving home from Christmas festivities under its “not a drop, not a drag” message or plan to get home by taxi or public transport, to prevent devastating casualties.

Brake is also renewing calls for a zero tolerance drink drive limit, of 20mg alcohol per 100ml blood, in line with evidence that even one drink dramatically increases crash risk and to send a clear message it should be none for the road.

The call comes as the Association of Chief Police Officers' annual drink and drug driving enforcement campaign kicks off. The month long campaign sees forces across England and Wales stepping up checks to catch drivers risking lives. 

In 2012, 280 people were killed (one in six road deaths) and 1,210 were seriously injured in crashes involving someone over the limit. It's estimated a further 65 deaths are caused annually by drivers who have been drinking but are under the limit. Drug driving is estimated to cause 200 deaths each year. 

Julie Townsend, deputy chief executive, Brake, the road safety charity, said: ‘Drink and drug driving deaths and injuries are cruel and needless, ending and ruining lives and leaving behind traumatised families to pick up the pieces. If you're driving home from celebrations this festive season, especially if you're a designated driver, it's vital you take your responsibility for people's safety seriously.

‘We are also appealing to the Government to take action on drink driving. We have the highest drink-drive limit in Europe, sending out the dreadful message that a drink or two before driving is acceptable. The evidence shows that tougher laws and enforcement would help prevent casualties.’