West Midlands Police and the Central Motorway Police Group are offering up to £200 to anyone who informs on motorists who are driving under the influence of drink and drugs.
The initiative forms part of the forces' annual Christmas crackdown on intoxicated drivers, with the threat of a public naming and shaming to anyone found guilty.
Members of the public are being urged to contact police on a freephone number – 0800 555 111 – if they see any driving erratic driving behaviour. If their information leads to the arrest and prosecution of an intoxicated driver, they will receive a cash reward.
Chief Constable Suzette Davenport, national lead for road policing, said: "Those who think they are fit to take the risk of driving while intoxicated are amongst the most selfish in our society – they spare no thought for themselves and, even more gravely, they spare no thought for the lives that they are capable of irreparably destroying in the blink of an eye," reported the Metro.
"I am encouraging forces to put a face to the names of those who would so recklessly endanger lives by, where possible, releasing the photos of those convicted of drink and drug-driving.
"It's important we do all we can to deter people from making the choice to drink or drug-drive and pursue them to the extent of the law if they do."
Inspector Greg Jennings added: "Via the charity Crimestoppers, we are asking anyone who is aware of people breaking the law to pick up the phone and report selfish individuals who think it's OK to drink or take drugs and drive."
Drivers are being warned to take particular care not to drink-drive over the festive period, and to be wary that they may still be over the limit the morning after a night of celebrating