A road safety scheme is backing sober drivers with offers of free or discounted drinks.
The ‘I AM DES’ campaign, now running in Cambridgeshire, rewards designated drivers with soft drinks at participating pubs and bars as a thank you for helping keep roads safe.
Backed by the county’s Police and Crime Commissioner, the campaign is funded through the Road Safety Fund and delivered alongside the Cambridgeshire and Peterborough Road Safety Partnership, Huntingdonshire and Cambridge Business Against Crime's (HCBAC) countywide Pub Watch scheme, and licensed premises across Cambridgeshire and Peterborough.
Darryl Preston, Cambridgeshire and Peterborough's Police and Crime Commissioner and chair of the Vision Zero Board, welcomed the continued support from local businesses.
Mr Preston said: "Every death or serious injury on our roads is one too many, and preventing these tragedies is at the heart of our Vision Zero ambition.
"The 'I AM DES' scheme is a simple and effective way of encouraging people to plan ahead and make responsible decisions before getting behind the wheel."
More than 30 venues across the county have already signed up to the scheme, demonstrating a shared commitment to road safety.
Mr Preston said: "I'm grateful to the venues already supporting the scheme and helping to keep our communities safe.
"Working together, we can make a real difference by helping to prevent drink driving at the outset - saving lives and helping people get home safely."
The campaign aims to reduce drink-driving incidents by encouraging groups to nominate a driver in advance of their night out.
Adrian Boddington, casualty reduction officer at Cambridgeshire Constabulary, said: "Enforcement is a key part of our work, however, preventing offences before they happen is just as important.
"Venues are helping discourage drink driving."
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