It's a familiar message during the holiday season, but it's a message that doesn't always get through.
To help reinforce the "don't drink and drive" message, the province, police and ICBC have once again launched their CounterAttack campaign for the holidays.
Police will be conducting CounterAttack roadchecks across the province in December to raise awareness and help reduce impaired driving crashes.
A press release from ICBC notes that on average, 127 lives are lost in impairedrelated crashes each year in B.C.
"We want everyone to enjoy their holiday season festivities with friends and family, but do it responsibly - plan ahead for a safe ride home," said Jon Schubert, ICBC's president and CEO, in the press release.
"There are so many alternatives. Set an example - take your turn to be the designated driver. Your smart driving decisions can have a significant influence on others."
For holiday season driving tips and more on the CounterAttack campaign, visit www.icbc.com.
