AVON and Somerset police are encouraging people to be 'Des for the night' in the constabulary's hardest ever campaign against drink-driving.
The police have joined forces with the Portman Group, clubs and pubs to promote the campaign aimed at making it second nature to appoint a Des-ignated driver.
Superintendent Lawrie Lewis, head of the unit spearheading the campaign, said: "It's a simple idea but it can be a real life-saver.
"Des can be a different person every time you're out drinking and can be young or old, male or female.
"Christmas is an obvious time to launch a drink-drive campaign, but Des is not just for Christmas - it's an all year round message."
From April to October this year, 1,789 drivers gave positive breath tests in Avon and Somerset.
'I'll be Des' is being launched to coincide with the national Christmas anti drink-drive campaign and will be backed up with stop-checks.
The campaign is already working well in other parts of the country, and its co-ordinator for the Portman Group, Andrew Ford, said much of its success was due to partnerships such as with Avon and Somerset.
"Most people see drinking and driving as socially unacceptable," he said.
"To keep it this way, we need to keep reminding them of the consequences of drinking and driving, both for themselves and for others.
"Whilst some people will only respond to enforcement, campaigns such as 'I'll be Des' make an impact by helping to change people's behaviour."
Some of the pubs and clubs backing the campaign are increasing the variety of soft drinks available during December while others are putting up posters.
"To back Des up, we will be running our usual stop checks across Avon and Somerset over the festive period to crack down on drivers who continue to ignore all the advice," said Mr Lewis.
"We hope the campaign will have an instant impact with people enjoying a safe night out with Des."