A newspaper's anti-drink-drive campaign has persuaded the local bus company to run campaign posters in its vehicle fleet.

The Leicester Mercury launched Don't Ruin a Life This Christmas with a case study interviewing the mum of a 20-year-old who was killed in a car driven by a drink driver.

And in a three-pronged publicity attack, the Mercury is working with First Bus and Arriva to put up posters in their buses, given the city council 100 posters for its buildings and produced 1,000 car stickers with the same message.

Taxis around the city will also carry the eye-catching posters.

Deputy editor Jeremy Clifford said: "We have also put together a designated drivers scheme where we are inviting pubs to sign up to offer soft drinks either for free or discounted, where a driver produces a Mercury coupon.

"So far we have around 15 pubs signed up and more daily and it is backed by the Everards Brewery in Leicester."

Journalist Phil Whiteside is running the campaign and has done all the work.

Jeremy said: "It's a great effort from him and it takes our campaigning into the sort of arena where we think newspapers should be, by getting other parties on board to help make a real difference at this time of year and play an active part in cutting drink driving."

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