Pub staff are being asked to identify vulnerable customers in an attempt to stop drunk people stumbling into the River Severn.
Police have attended 94 incidents involving people at risk in, or near, the river in Shrewsbury over the past six years, the West Mercia force said.
Staff have been asked to try to reunite very drunk people with their friends and to call a taxi if necessary.
Nine drunk people have drowned in the river in the past six years.
Twenty-three people have died in total, most of them in the Shrewsbury area.
The Reunite scheme includes nightclubs and other entertainment venues.
All licensed premises in the town centre have been sent a letter requesting they join the scheme.