Passengers should be encouraged not to travel in a car if they suspect the driver has been drinking.
The call comes after a survey revealed that almost one in five young people aged between 18 and 24 got into a car during the Christmas break believing the driver was over the limit.
The online survey of 1,000 Facebook users, carried out by the RAC Foundation, also found that 8% of 25 to 49 year olds and 12% of 13 to 17 year olds also said they had travelled in a car despite thinking the driver was drunk.
The Foundation is now calling for targeted advertising aimed at persuading passengers not to get into a car if they have any doubts about the driver's fitness.
"It is truly shocking that one in five young people is prepared to play Russian roulette by getting into a car with a drunk driver,” said Sheila Rainger, the RAC Foundation acting director.
"New thinking is needed, targeting passengers as well as drivers, to ensure that drink-driving remains socially unacceptable and to ensure that passengers, especially younger women, have the confidence to turn down what could be their last lift."