Free soft drinks for designated drivers – will your local sign up?

The World Cup may be over but social summer drinking at pubs and bars during the warmer days and late into the evening continues.   

And that’s why the Police and Crime Commissioner is supporting the ‘I AM DES’ campaign which encourages pubs to offer designated drivers free or reduced cost soft drinks. 

The scheme which is being supported through the Commissioner’s Road Safety Fund has been successful in previous years and continues being delivered in partnership with: 

• Cambridgeshire and Peterborough Road Safety Partnership - Vision Zero 

• Huntingdonshire and Cambridge Business Against Crime's (HCBAC) countywide Pub Watch scheme 

• Licensed premises across Cambridgeshire and Peterborough.  

The initiative encourages groups of friends to nominate a designated driver before heading out to the pub by offering free or discounted soft drinks as a thank you for not drinking and driving. 

The scheme was set up to help people plan ahead allowing them to make safer choices and prevent drink driving, ultimately reducing casualties and road deaths.  

So far, more than 30 venues across the county have signed up, demonstrating a shared commitment to road safety and supporting responsible choices. 

As Chair of the Cambridgeshire and Peterborough Vision Zero Board, which aims to reduce injuries and prevent all road deaths, PCC Darryl Preston welcomed the continued support from local businesses. 

He said: “Every death or serious injury on our roads is one too many, and preventing these tragedies is at the heart of our Vision Zero ambition. 

"The 'I AM DES' scheme is a simple and effective way of encouraging people to plan ahead and make responsible decisions before getting behind the wheel. 

"I'm grateful to the venues already supporting the scheme and helping to keep our communities safe. Working together, we can make a real difference by helping to prevent drink driving at the outset - saving lives and helping people get home safely.” 

Cambridgeshire Constabulary’s Casualty Reduction Officer Adrian Boddington, whose post is also funded by the Commissioner said: “There is simply no place for drink driving on Cambridgeshire's roads. 

"Enforcement is an important part of our work, but preventing offences before they happen is just as important. By encouraging customers to choose a designated driver, venues are helping discourage drink driving while reinforcing the message that road safety is everyone's responsibility." 

HCBAC Manager said: "Our members see first-hand the importance of promoting responsible choices across the daytime and night-time economy. That's why we're proud to support the I AM DES campaign, encouraging people to choose a designated driver, prevent drink and drug driving, and help keep Cambridgeshire's roads safe. Every Squad Needs a Hero. Be DES." 

The Vision Zero Partnership is encouraging more licensed premises to sign up to the scheme and offer free or discounted soft drinks to designated drivers. 

If you own or work at a pub or licensed venue and would like to take part, or have any questions about the scheme, contact [email protected]