The E! Entertainment network, Sean "Diddy" Combs and Ciroc Ultra Premium Vodka have teamed up for a public action campaign to encourage responsible drinking.

The E! "Drive Safe Campaign" is publicized on the cable network via television spots featuring performers and actors such as Diddy, Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union, Hugh Heffner's girlfriends from "The Girl's Next Door" and personalities from the "The Daily Ten."

"In terms of strategy, we came on this idea because of trying to be good citizens in the community," said Stephen Earley, senior vice president of integrated marketing at E! Entertainment, Los Angeles.

"This effort also aims to support our celebrity friends is positive way, with a campaign generating awareness of driving safely," he said.

The TV commercials ask viewers to text the keyword Drive Safe to 37373 to receive taxi information in their area.

This aspect of the campaign provides viewers with a resource to make a positive social change.

The message of the campaign goes beyond just saying "Drunk driving is bad." It actually provides a real solution for viewers to enjoy their social lives, but in a safe way.

E! teamed up with Diddy and Ciroc Vodka because both share a passion for generating awareness on this issue.

In 2006, there were 13,470 fatalities in crashes involving an alcohol-impaired driver, according to Alcohol Alert, an organization focused on driving awareness about the dangers of driving drunk.

A whopping 16,005 people were killed nationwide in alcohol-related motor vehicle traffic crashes where the driver's blood alcohol level was .01 or higher.

Alcohol Alert also found that in 2006, 1,794 children ages 14 and younger were killed in motor vehicle crashes.

In fatal crashes in 2006, the highest percentage of drivers with a blood alcohol level of .08 or higher was for drivers ages 21-24 (33 percent), followed by ages 25-34 (29 percent) and 35-44 (25 percent).

"I think from our perspective we wanted it to be a little more than a public service announcement," said David Wideroe, vice president of marketing solutions and branded entertainment at E! Entertainment.

"The first step is creating awareness," he said. "The second step goes beyond that and asks them to take action."

The campaign will run for the rest of the summer.

The target demographic is individuals ages 25 and up.

"With all the recent negativity our industry faced in terms of drunk driving, we wanted to take a positive stance to show our commitment," Mr. Earley said.