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Women drivers are the target of a new Christmas drink-driving advertising campaign.
The ads which started screening on Thursday are specifically pitched at women, who now cause one in five of all alcohol-related accidents.
Liz Read of the LTSA says those women tend to be in the 25-39 age group.
"They tend to be people who don't drink in the evenings at party situations, they tend to be people that drink at all sorts of different types of the day in situations where they wouldn't think they were necessarily getting over the limit," she says.
In the last seven years the overall number of drink-driving accidents has dropped significantly.
Accidents caused by men have nearly halved, but the message has not been getting through as well to women, with one in five of all drink driving accidents now caused by a female driver.
Read says research done by the LTSA before developing the ads showed women really feared killing family members, killing other people's family members and particularly killing children.
The group representing New Zealand's youngest drivers relaunched its brand on Thursday, and says the drink driving message needs to get out to all groups.
"It does come across as being a bit of a male macho thing, but as the statistics show women are really getting up there and its something we need to keep an eye on," says Chloe Johnstone of Students Against Driving Drunk.
The LTSA says more ads targeting women are likely in the future.
