In order to cut down the percentage of drunk driving, the government of the United Kingdom is teaming up with Coca-Cola to incentivize people to become designated drivers.
Roads Minister Mike Penning said : "We're going to target boys, men aged 17-29 because we know that this is an area where we really struggle."
The country's anti-drunk driving campaign called "Think!" is giving out buy-one-get-one-free soft drink deals in more than 8,000 pubs and college bars. The campaign, which kicking off Dec. 10, the campaign has incurred an expenditure of roughly $1.3 million in radio, print and web advertisements.