Sex is being used to sell the 'drink driving wrecks lives' message as police roll out their latest initiative to target boozy drivers in the run-up to Christmas.

Young women, dressed in playful Santa outfits, were paraded with a crashed car at the launch of the Lancashire Constabulary's Christmas drink drive campaign at the Leyland Hotel, Leyland Way, Leyland.

It is hoped the slimline stunners will be just the tonic for getting teenage motorists not to get behind the wheel after boozing during the festive season.

The month-long campaign, in partnership with the ambulance and fire services, British Transport Police and the Lancashire Partnership for Road Safety, will run until January 1 next year.

Officers will be conducting high profile drink drive checkpoints across the county during the campaign period.

In Preston, officers have also wheeled out large mobile screens in the Flag Market to show a series of hard-hitting short films related to drink driving, as well as useful crime prevention advice and tips on personal security.

Sergeant Andy Hobson, of Preston police, said: "The films make it clear that violence will be captured on the city's CCTV system and such footage will provide police with sufficient evidence to arrest and prosecute, ensuring offenders are banned from the city's pubs and clubs."

The annual drive to clamp down on drink driving comes as figures reveal alcohol was a contributing factor in seven deaths on the county's roads last year and was behind 88 serious injuries.

Acting assistant chief constable Mike Cunningham said: "In particular we are seeing an increase in young men aged 17 to 25 going out drinking and driving putting both themselves and others at risk.

"Drink driving wrecks lives, it can result in you being arrested, losing your licence, and ultimately being responsible for taking someone's life.

"Our advice to motorists is simple.

"Any amount of alcohol can affect your judgement.

"If you are going to drive, don't drink a drop."