A Think! government campaign to reduce the number of road accident injuries and fatalities over the festive season has been launched by Mike Penning, the road safety minister.
Think!, in partnership with Coca-Cola, have ensured that more than 8,000 student union bars and pubs around the UK will be offering a buy-one-get-one-free deal on Coke and Diet Coke drinks for designated drivers.
Radio advertising, posters in premises where alcohol is served, and targeted Facebook adverts will also be used in the anti drink-drive campaign to alert both experienced and young driver car insurance holders to the dangers of recklessness behind the wheel.
The scheme is aimed at male motorists of 17 to 29 years of age, but any designated driver who would like to benefit from the deal on a night out can do.
Mr Penning stated, "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."
Many holders of car insurance for young drivers are involved in alcohol-related crashes. The hope is that this campaign will make road users more aware of the risks they pose to themselves and the lives of other road users if they drink and drive, and lead to more motorists avoiding alcohol altogether.