In 1984, alarmed by the fact that 50% of traffic fatalities in Quebec were caused by drunk drivers, Jean-Marie De Koninck, a math professor at Laval University, decided to take action.

To raise funds for the University's swim team (for which he was the trainer), Prof. De Koninck offered inebriated motorists the opportunity to be driven home in their own vehicles by one of the 25 swim team members. The very first Operation Nez Rouge (aimed at "red-nosed" drunk drivers) was held from December 13-23, 1984.

This initiative was a resounding success and soon gained momentum. Such services are now available across Canada, as well as in France, Switzerland and Portugal. But the influence of this initiative has exceeded all expectations: in effect, there has been a 180º change in how people view drunk driving. Various laws have been adopted aimed at improving road safety, while the number of drunk drivers continues to fall with each passing year.