Pernod Ricard is teaming up with the Automobile Association to tackle drink driving among drivers aged 17 to 24.

The new campaign will use social media as well as above the line ads, and the AA website and members magazine. It will run into 2011, highlighting the ­dangers of drinking and driving. "We recognise that it is still an issue in the UK among young adults and are very pleased to be in partnership with the AA," said Jean-Manuel Spriet, CEO of Pernod Ricard UK.