Sean 'Diddy' Combs supporting safe rides campaign

Sean 'Diddy' Combs is teaming up with the brains behind transportation app Uber to provide discounts for revellers in the early hours of New Year's Day (01Jan14)

The hip-hop mogul, who is launching the campaign through his Ciroc Vodka brand, is urging consumers to pledge not to drink and drive on the holiday.

If organisers receive 10,000 pledges by the new year (14), bosses at Uber will provide new users with a $25 (GBP17) coupon code.

The initiative is part of the sixth-annual Safe Rides campaign, which kicked off in Los Angeles on 21 November (13).

Combs was behind a similar idea in 2008, when he joined forces with New York’s Taxi and Limousine Commission to provide free cab rides home to tipsy New Yorkers over the holidays. He handed out vouchers to fans in Times Square and Chelsea in the days leading up to the end-of-the-year festivities to ensure people got home safely from their New Year's Eve parties.