More than 1,000 pubs and bars in Scotland have signed up to the Think! campaign, which has been set up in partnership with Coca-Cola.
Aimed at men aged 17-29, it will reward designated drivers with a buy-one-get-one-free Coke or Diet Coke as part of the £660,000 initiative, which will include radio advertising, posters in pub washrooms, online search activity and targeted Facebook advertising.
Launching the campaign yesterday, Westminster road safety minister Mike Penning said: “The number of drink-drive deaths has fallen by more than 75 per cent 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 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.”
The festive party season is seen as high risk for drink-driving and ministers are keen to do all they can to prevent it.
“We are also teaming up with Coca-Cola and pub chains 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,” Mr Penning said.
“No-one wants to spend their Christmas in a cell. My message is clear: don’t drink and drive.”