The Portman Group – I'll be Des
I'll be Des is a national campaign aimed at encouraging all social groups to appoint a 'Designated driver' when going out to a pub or club. As well as being an ongoing national campaign (as revealed by its success during Euro 2000) it now includes a series of three month long regional promotions delivered in partnership with local communities.
With almost 500 people dying a year as a result of drink-driving, and thousands more being seriously injured, revealing the importance of such a scheme.
The campaign is organised by the Portman Group and has reached a conservative estimate of over 10 million people.
I'll Be Des was an award winner in 2001.