Friends and relatives should take it in turns not to drink alcohol and drive the rest of the group back home safely, The Sense Group said.

Its message for the festive season is "Choose a leader to drive you home safely.

Founded in 1997, TSG has pursued the specific objective of promoting a responsible and moderate drinking message among the adult Maltese population, all year round.

In a statement, TSG said the designated driver message goes beyond the negative saying "don't drink and drive".

"It offers a positive step that people can take. It is addressed to a social group whilst promoting interpersonal communication within that group. It encourages people to plan ahead if they intend to drink.

"It has to be made clear, however, that the designated driver is an equally popular and valued member of the social group. The designated driver on one day can look forward to the next when that person will be able to enjoy a drink knowing that it is only fair to miss the fun on just one day but then be able to enjoy the rest of the festive season when other members of his group do the driving."

Over the years, TSG has conducted several campaigns against drinking and driving, underage drinking, and binge drinking. All these activities have been conducted with the support of the Maltese beverage industry, it said.