The anti-drink drive initiative "I'll Be Des", led by drinks watchdog The Portman Group, has been presented with an international road safety award.
The Prince Michael Road Safety Award recognises the campaign's work in offering a positive alternative to drink-driving. It promotes the designated driver scheme, encouraging groups of pub-goers to elect one person to drive. Many pubs now offer free soft drinks to designated drivers as an incentive to pull customers in from further afield.
The campaign was launched and publicised by celebrities including footballers Gary Lineker (pictured above left with Graham Le Saux at the launch of the campaign) and Michael Owen.
Presenting the award today (July 11), Steve Norris, the chairman of the awards, said: "The exemplary way this campaign is delivered in partnership with a wide range of public and private sector bodies has been the key to its considerable success."
Jean Coussins, director of The Portman Group, said: "I am delighted that the efforts of The Portman Group and all its partners have been recognised by the awards.
"The positive public response to the campaign reminds us all that, with very few exceptions, the British public regard drink-driving as both dangerous and socially unacceptable."
The campaign is aimed particularly at male 18 to 30-year-olds who have been named statistically as most at risk of being involved, injured or killed in a drink-drive incident.