Devon and Cornwall Police’s annual campaign to tackle the problem of drinking and driving at Christmas is calling on people to become “lift legends”.

More than 90 licenced premises are set to offer soft drinks to those who give free lifts home to friends and family after a night out.

The initiative runs from December 1 to January 1 and police say it’s a modern approach to the annual campaign.

On buying their first soft drink, drivers will be able to receive a voucher to have their second free of charge at participating venues.

During the month-long operation officers will be raising awareness of the inherent dangers involved in drink driving by encouraging people to take responsibility for their actions this Christmas.

Officers will also be carrying out intelligence-led fixed site checks, as well as engaging with motorists on the risks of getting behind the wheel after a drink.

Chief Inspector Ben Asprey, of the roads policing unit, said: “It is vital we do all we can to ensure anyone on a night out is able to get home safely.

“Our initiative aims to encourage those heading out for the night to plan who is going to be their Lift Legend.

“Officers will not only be tackling those getting behind the wheel after a drink, but also those who decide to drive after taking illegal drugs.

“Despite long-term reductions, drink and drug driving still accounts for 15 per cent of road deaths and almost 10,000 casualties nationally each year.

“During last year’s Christmas campaign in December 2021, officers in Devon and Cornwall carried out 1,076 breath tests and charged 166 people with a drink drive-related offence.

“Alongside the Lift Legend education campaign, officers will be out in force rigorously targeting those who are a danger on our roads, day or night.

“It is also important to remember that you shouldn’t seek out lifts from those you don’t know or who aren’t licenced such as through social media networks. Only get into a vehicle with someone you know and trust.

“Alcohol and drugs impair many of the functions necessary for safe driving; reaction times and spatial awareness are affected significantly. This may still be the case the morning after, depending on how much alcohol is consumed the night before and when you stopped drinking.

For more information about the campaign, visit www.dc.police.uk/LiftLegend