The road safety campaign THINK! has celebrated 50 years since the the beginning of their programme to reduce drink driving with a dark video.

The video shows firefighters, police officers, paramedics, and hospital staff singing along to Kool & The Gang’s Celebration as they cut people from a car wreckage and report the news of their death to family members.

While the dark video shows that there is still a long way to go before deaths from drink driving have been eradicated from Britain’s roads, there is a positive message as the video states:

“In fifty years, drink driving deaths have fallen from 1,640 a year to 230.”

The anniversary comes as new research has been published which showed a change of attitudes towards drink driving over the last half-century, with more than 90% of people now agreeing that it is unacceptable.