They're common around New Year's Eve and the Fourth of July, anti-drunken driving campaigns urging people to pick a designated driver, pass off the keys and stay off the road.

But Super Bowl Sunday?

The football holiday brings a high risk for drunken driving, according to Vivienne Speer, executive director of BPI Safe Rides.

That's why Safe Rides, which gives free transportation home to those impaired by drugs or alcohol, is expanding this year to include Super Bowl Sunday service.

"We do know that there's an incredible amount of alcohol consumed on Super Bowl Sunday, whether it's in the comfort of one's own home or not," she said.

Speer added that many choose to enjoy the game at friends' houses rather than bars, which creates a false sense of security and can further impede judgment.

Founded in 2009, the organization traditionally offers rides on Labor Day Weekend, Christmas Eve, New Year's Eve and the Fourth of July. It will be operating about five cars on Sunday.

Individuals who are unable to drive themselves home can call the service and two volunteers will come to assist them. One drives the individual home in his or her car as the other rides behind to offer security.

Speer said many people chose to drive home rather than take a taxi or another mode of transportation because they don't want to leave their car behind. But Safe Rides removes that barrier, she said.

Brandon Martin has been volunteering with the program for two years. A recovering drug and alcohol abuser, Martin came to Safe Rides shortly after he got out of jail and became sober.

He said seeing people intoxicated and out of control offers a meaningful reminder to keep his life on the right track.

"It gives you something that you feel good about yourself that you're actually providing a service and giving them help (so) they don't hurt or kill anyone while they're drinking or driving drunk," he said.

Safe Rides will run service from approximately 5-10 p.m. Sunday.

"Often times a person thinks they're OK enough to drive," Speer said. "And we want to take that question away from them so they have another option."