Designated drivers in Luton town centre this Christmas and New Year can ask for a wristband entitling them to free soft drinks.
The initiative has been developed by the soLUTiONs community safety partnership in conjunction with Bedfordshire Police.
Around 40 venues in the town centre are taking part in the scheme.
"The aim is to help reduce the number of drink-related road accidents," said Cllr Dave Taylor.
"If you are a designated driver, then you are acting responsibly, and we are delighted that pubs and clubs in Luton are supporting the initiative to help improve safety for road users and pedestrians this Christmas," said Cllr Taylor, the Council's Portfolio Holder for Road Safety.
The bright yellow wristbands are now available from door staff at participating pubs and clubs in Luton, and also on Friday and Saturday nights from the SOS bus in St George's Square and from police officers attached to the Luton Central Safer Neighbourhood Team who will be patrolling car parks.
The blood alcohol content drink-driving limit in the UK is 35 microgrammes of alcohol in 100 millilitres of breath, or 80 milligrams of alcohol per 100 millilitres of blood, or 107 milligrams of alcohol per 100 millilitres of urine.
Chief Inspector Jane Aspin, from the Roads Policing Unit said: "You can't accurately calculate your limit - so the only safe answer is don't drink and drive at all."
Police will be stepping up both high-visibility and covert patrols to catch drink-drivers in Luton and Bedfordshire, also using ANPR teams (automatic number plate recognition).
Chief Insp Aspin continued: "We take driving under the influence of drink or drugs extremely seriously. Our aim is to breathalyse more drivers than ever before during this campaign, and if you drive whilst over the limit it will only be a matter of time before you are caught."
To report anyone driving under the influence of drink or drugs, call 01234 841212, text to 07786 200011 or call Crimestoppers, anonymously, on 0800 555 111.