Aimed at men aged 17-29, the Think! anti drink-drive campaign involves a partnership with Coca-Cola which will reward soft drink drivers in more than 8,000 pubs and student union bars.
Designated drivers will get a buy-one-get-one-free Coke or Diet Coke as part of the £660,000 campaign which will include radio advertising, posters in pub washrooms, online search activity and targeted Facebook advertising.
Launching the campaign today, road safety minister Mike Penning, said: “The number of drink-drive deaths has fallen by more than 75% since 1979, but drink-driving is still devastating lives, with around 250 people killed in collisions where a driver was over the limit last year.
“Our Think! campaign makes it clear that drivers who get behind the wheel over the limit risk losing their licence as well as facing a fine and even a prison sentence.”
He went on: “We are also teaming up with Coca-Cola and pub chains across the country to reward designated drivers as part of our Drive Friendly initiative, as well as reminding people of the consequences of getting a drink-drive conviction.
“No one wants to spend their Christmas in a police cell. My message is clear: don’t drink and drive.”