Young responsible motorists who drive free of alcohol will be able to claim a free soft drink in pubs and bars this festive season.
The Government has teamed up with Coca-Cola to launch the Think! anti drink-drive campaign to target drink-driving.
Under the initiative, which was launched by road safety minister Mike Penning, drinks will be available to designated drivers in more than 8,000 pubs and student union bars.
The £660,000 scheme, which offers a buy-one-get-one-free Coke or Diet Coke, is targeted at men aged 17 to 29, who come under the highest-risk category for drink-drive accidents and relatedcar 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."
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