E! Entertainment has partnered with Sean “Diddy” Combs and Cîroc Vodka, for which he had done ads, for a new public action campaign, Drive Safe, promoting safe drinking and driving habits.

In addition to Mr. Combs, E!’s Drive Safe campaign will feature appearances by Eva Longoria, Tommy Lee, Wilmer Valderrama, Gabrielle Union and other E! personalities as they offer safe rides to partygoers at a popular nightclub.

“E!’s Drive Safe campaign goes farther than simply saying, ‘Drunk driving is bad,’” said Suzanne Kolb, E! Entertainment and Style Network chief marketing officer. “It provides a real solution for viewers to enjoy their social lives but still be safe.”

“I believe that it is important to promote responsible drinking and generate public awareness on the necessity of designating a driver,” Mr. Combs said. “With the help of some great celebrity friends and E! Entertainment, we were able to create a campaign that will resonate with viewers and ultimately drive home the message that any designated driver is a star.”

E! also will encourage viewers to visit its Web site, www.eonline.com, and to send “Drive Safe” in a text message to 37373 for local taxi information.

(Updated: Campaign type, Combs' statement. 1:29 p.m.)