<P> Thus as a practical and ethical matter a designated driver is a person who abstains from alcohol on a social occasion in order to drive his or her companions home safely as an alternative to driving under the influence . In order to encourage these arrangements, some bar, restaurant and nightclub proprietors will offer free or reduced - price soft drinks to designated drivers . </P> <P> The designated driver concept was developed in Scandinavia over several decades beginning in the 1920s, leading to a formalized designated driver program in the 1980s . The program was introduced in Canada in 1986 by Hiram Walker and Sons as "The Canadian Club Designated Driver Program". The program was accepted readily and supported by the police, Mothers Against Drunk Driving, the hospitality industry and the public . There were few if any detractors . The program was heavily promoted by Hiram Walker's President Doug Young and the company's PR agency Marshall Fenn Limited led by David Butler . The concept swept Canada, the USA and many other countries during 1986 . </P> <P> The concept was imported to the United States on a large scale in 1988 through the Harvard Alcohol Project, an initiative by the Harvard School of Public Health's Center for Health Communication, led by Jay Winsten . With heavy involvement by television networks and Hollywood studios, the campaign popularized the concept through public service announcements, as well as the encouragement of drunk driving prevention messages and designated driver references in popular television programs, such as Cheers, L.A. Law, and The Cosby Show . The U.S. Department of Transportation used public affairs commercials with the phrase "friends don't let friends drive drunk". </P> <P> President Bill Clinton participated in the designated driver campaign throughout his presidency, taping public service announcements each year at the request of the Harvard Alcohol Project . With the endorsement of a broad range of individuals and organizations, designated driving became a national movement, with "designated driver" becoming a common phrase . Based on several polls indicating an increase in designated driving practices since the start of the initiative, the campaign is credited as a contributing factor to the decline in alcohol - related traffic fatalities between 1988 and 1994 . </P>

The famous slogan developed by the us department of transportation for designated drivers is