A designated driver Christmas campaign was unveiled today by a soft-drinks company with the support of the Garda.
Now in its seventh year, the Coca-Cola initiative provides free soft drinks for designated drivers socialising in any participating venue.
At an event in a Dublin nightclub this morning, a road show was also announced by 2001 Big Brother winner Brian Dowling, who said the idea was "something that he was truly passionate about".
The road show features "designated driver chauffeurettes" who will be travelling around Ireland to promote the importance of road safety.
Designated drivers on a night out will be given vouchers by participating venues that they can exchange for up to three non-alcoholic drinks, including a range of soft drinks and water.
Customers can find out if there local venue is participating by checking out the campaign's website or Facebook page.
Commenting, Erica Roseingrave of Coca-Cola HBC Ireland said: "We are delighted to play a role in reducing the problem of drink driving during the festive season. Working in partnership with our customers all over the country, we aim to offer consumers a tangible reward for choosing to be the designated driver on a night out."
John Twomey, assistant commissioner for traffic, said the Garda were "delighted to support this important initiative".
"We are appealing to all road users to take responsibility and to always put safety first. Don't make this Christmas one to remember for all the wrong reasons. Designate a driver, and let's all work together to prevent further deaths and serious injuries on our roads over the festive season," he said.
The campaign has been expanded since its origin in 2004 to also include Northern Ireland. Dowling will be launching the campaign in Belfast later this evening.