Anheuser-Busch is set to launch this year's campaign for National Designated Driver Awareness Week. The brewer said yesterday (11 December) that it will run a range of full-page adverts in US newspapers to push the campaign.

"It's important for us to reinforce responsible behaviour and encourage those who drink to use a designated driver, especially during the holiday season," said John Kaestner, vice president of consumer affairs at A-B.

The company will place full-page ads in Wednesday's edition of USA Today, the 25 December edition of The Washington Post, 26 December's edition of People, and 26 December's edition of US Weekly. As part of the promotion, consumers will be encouraged to visit http://www.designateddriver.com/.

In this year's A-B annual designated driver poll, the results of which were also announced yesterday, actor George Clooney and television presenter Katie Couric came out as the most popular dream designated drivers. The survey also found that almost three-quarters (72%) of American adults aged 21 and older have been or have used a designated driver, while adults aged 21 to 24 (86%) have the most experience of using the designated driver concept, with adults aged 35 to 44 (83%) next, followed by adults aged 55 to 64 (70%).