Am not convince people are going to do this but the applications are interesting. One Facebook app linked to an event that randomly choose the sober designated driver. One Iphone app that send SMS to a drunk person to remind them not to drive (why would you not just talk to them?). Lot of offline events too, good effort for sure to reach a younger audience.
http://www.ckisam.fr/
Also worth a look http://www.scootexperience.com/
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