The Government in the UK has launched a special anti drink-drive campaign in conjunction with Coca-Cola to crack down during the festive season.
The Think! Campaign, launched by road safety minister Mike Penning, offers a free soft drink to designated drivers who have refrained from drinking alcohol before getting behind the wheel.
Responsible drivers will get a buy-one-get-one-free deal on Coke or Diet Coke at over 8,000 participating pubs and student unions.
The £660,000 scheme, which is being advertised across a range of media, is targeted at men aged 17 to 29, who come under the highest-risk category for drink-drive accidents, and related car insurance claims.
Mr 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."
He added: "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."
© Press Association 2011