POLICE will today launch their annual Christmas and new year drink-drive campaign amid fears that their message to motorists is failing to get across.

In England and Wales, 9,275 motorists were caught over the limit in December last year, while the number of deaths caused by such drivers has risen over the past few years.

Meanwhile, research for car insurer Churchill shows that as many as four million people will drink and drive over the festive season, traditionally the worst time of the year for accidents.

In this region, North Yorkshire Police have promised extra patrols and breath-tests and at least one drink-drive check without warning somewhere in the county every day until the new year.

Every driver or rider stopped for a traffic offence such as speeding or having a defective light or exhaust will also be breath-tested.

This is on top of the usual policy of automatically breath-testing drivers involved in road accidents.

Sergeant Pete Mason said: "I want it to be quite clear we will be out there in numbers looking for the irresponsible idiots who think they can mix drink, or drugs for that matter, with driving.

"This whole issue is literally a matter of life or death and our campaign reflects that."

Police officers will distribute "Drink or Drive - You Decide" beer mats, posters and stickers to licensed premises in the county.

In Cleveland, where similar measures will be in place, drivers have been warned they could be locked up should they get behind the wheel while over the limit.

Inspector Eric Robinson said that despite a robust year-round breath-testing policy, many people were still ignoring warnings.

On average, about 60 people are arrested each month in Cleveland for drink-driving, most having been in traffic accidents, many serious.

Insp Robinson said: "Christmas will be bleak and miserable for those drink and drug-drivers caught in Cleveland this year.

"We have the power to stop drivers randomly and we will do it. If they have had a drink, we will lock them up. There will be no room for sentiment this Christmas for anyone who decides to take a chance."

PC Dave Nixon, of Durham Police, said it was committed to tackling the menace of drink and drug-driving all-year-round and was supporting the campaign.

He said: "In the run-up to Christmas, when people are celebrating more than usual, they should use alternative transport rather than drive themselves and remember, if they are drinking late into the night, they risk being over the limit the following morning."

Northumbria Police said they would continue their year-round policy of breathalysing all drivers involved in collisions, as well as others where appropriate.