Think the festive season and what springs to mind? For most it will be things like turkey, presents, fairy lights, Fairytale of New York and re-runs of The Snowman.
In reality however, by the time the Christmas tree has been put away for another year, more than a dozen families will likely to have something much more tragic to consider - the loss of a loved one to Northern Ireland's roads.
Whatever it is about this time of year, normally responsible motorists tend to throw caution to the wind and take a chance.
Be it heading to the work's Christmas night out or going to deliver presents to relatives, often we take the chance on having a little hot whiskey or glass of wine.
And that, sadly, is when disaster tends to strike.
Over the last festive period families were left to pick up the pieces after losing sons, daughters, fathers or mothers in collisions attributed to alcohol or drugs.
The recent District Policing Partnership's hard-hitting 'Respect on the Roads' event gelled opportunely with the launch of two other festive road safety campaigns.
The PSNI unveiled its tough 'Seasons Greetings' operation which will target a number of issues.
Amongst them anti-social behaviour, on-street drinking and most importantly, getting behind the wheel whilst under the influence.
Even more thought-provoking though was the launch of Coca Cola's 'Designated Driver' campaign on Monday.
Given that Coca Cola is arguably the biggest money-spinning juggernaut on the planet, they have to be applauded for handing out free soft drinks to drivers choosing to ferry their friends around on a Christmas knees-up.
Yes, of course there has to be something in it for Coke, but fair play none-the-less for getting involved in the festive road safety push here in the North.
Christmas officially kicked off on Tuesday, the day when many dusted off the decorations, dragged the tree out of the attic and started the painstaking task of working out which one of the bulbs had fused since last year.
The festive season should be a time, without being too twee, for giving, a time for family and a time of happiness.
Let's keep it that way.
Whatever you do this year, please don't become a statistic.
God knows Omagh must have as many taxis as New York and they aren't expensive. They certainly aren't more costly than a life, be it yours or someone else's.
