The fight against drivers drinking or taking drugs is being stepped up by police forces across the UK in the run-up to Christmas and the New Year.
Police will increase the number of roadside breath tests and increase efforts to raise awareness of the risks of motoring while under the influence.
The Christmas THINK campaign will also see increased use of field impairment tests to detect drug use.
Drivers are also being warned they may still be over the limit the next day.
Police are advising revellers to designate a non-drinking driver or to make alternative arrangements such as getting a cab home from seasonal parties.
They are also warning that anyone caught driving under the influence of drink or drugs will be arrested and can expect to lose their licence and to be fined or sent to prison.
'Ruin lives'
New radio and internet adverts will be launched alongside TV adverts, cinema and advertising in pubs to help get the message across.
The move comes as charity research suggests supermarkets are still selling alcohol at a lower price than bottled water.
Road Safety Minister Jim Fitzpatrick said: "Drink-driving ruins lives. Last year 460 people died and families across Britain were devastated by the menace of drink-driving.
"Drink-drivers are treated like any other criminal - they face giving blood and DNA samples and being locked in a police cell. They'll also get a minimum 12 months' driving ban, criminal record and large fine."
He added: "Don't ruin Christmas in a moment of selfishness."
Deputy Chief Constable Adam Briggs, of the Association of Chief Police Officers (Acpo), said: "This year will see more roadside stop and check operations than ever before, at all times of day and night and on all types of road."
He continued: "Drink- and drug-drive collisions not only devastate the lives of victims and their families but they also ruin the lives of the offenders.
"Those responsible could face a lengthy driving ban, imprisonment and could lose their job, home and livelihood.
"They will also have to live with the lifelong guilt of having killed or injured somebody through their reckless behaviour."
'Value booze' warning
Coca-Cola is also backing the campaign by offering a "buy one, get two more free" deal for designated drivers at 2,500 participating pubs.
Meanwhile, the charity Addaction has warned that supermarkets are still selling alcohol at a lower price than some bottled water.
Its research found discounted own-brand "value booze" was on sale for as little as 23p for a can of weak lager. This was less than the equivalent volume of a branded bottled water such as Volvic or Evian.
The organisation said the cost of alcohol was on average 8% cheaper than the recommended retail price, while some items were 40% cheaper.
The warning comes two days before the government launches a crackdown on binge drinking with a number of new laws, including a ban on "irresponsible" price promotions.
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