The Newfoundland Labrador Liquor Corporation has launched a new campaign to shine a spotlight on the permanent impacts of impaired driving.

NLC CEO Bruce Keating says “End Impaired Driving” features a series of short videos, images and radio scripts that show life forever changed due to impaired driving.

The campaign will be featured on in-store posters, social media, radio and television.

Keating says the NLC takes its social responsibility seriously.

The key message says Keating is to discourage people from driving impaired and “avoiding all the avoidable tragedies” that come from that error in judgement.