The Road Safety Authority has begun what it describes as its biggest anti-drink driving awareness campaign ever.
The campaign is being run by gardaí, the Commission for Taxi Regulation and MEAS, the organisation that promotes moderate drinking.
The RSA says 38 people died in crashes on Irish roads in December last year, with 18 people killed or seriously injured over the Christmas period.
It is hoped that the latest strategy will reduce road deaths and serious crashes by one-third.
As well as the publicity campaign, gardaí are warning that they will conduct 30,000 breath tests over the next month and drivers convicted of drink driving will lose their licence for at least a year.
The RSA says there is evidence that campaigns like this one are changing people's behaviour and attitudes towards drink driving.
Up to today, 259 people had been killed in road crashes so far this year.
That is a reduction of 33 on the same period last year.
