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Diageo and F1 stars offer safe rides home
Johnnie Walker has teamed up with Formula One racing stars Jenson Button, Fernando Alfonso and Mika Häkkinen to launch a scheme offering 450,000 kilometers of safe rides home.
Jenson Button, Fernando Alfonso, Mika Häkkinen and Stoffel Vandoorne have launched the next phase of Diageo’s Join the Pact initiative
The Diageo-owned blended Scotch whisky brand will host the initiative over the festive season as part of its Join the Pact responsible drinking campaign.
Johnnie Walker will offer safe rides home to those who pledge never to drink and drive, and this year is allowing people to nominate a friend to receive the free journeys.
The initiative launched in London last week when F1 world champions Button, Alfonso and Häkkinen, along with McLaren Honda test driver Stoffel Vandoorne, took part in a ‘Driving Spectacular’ in Wembley Park.
At the same time, a new Join the Pact short film launched featuring Häkkinen, Johnnie Walker’s global responsible drinking brand ambassador.
“Formula One is one of the most progressive and thrilling sports in the world – one that has proven, time and again, that those who bring passion, commitment, and a genuine love for the circuit will achieve the most,” said Guy Escolme, global brand director for Johnnie Walker.
“More than 400 million fans tune in to F1 races worldwide. For 10 years, our partnership with McLaren Honda has allowed us to reach this audience with our responsible drinking message and urge people to Join the Pact to never drink and drive.”
Last year, Johnnie Walker announced its intention to gather five million Join The Pact commitments by 2018 and has since passed the halfway mark, with almost 2.6 million people having made a personal promise to never drink and drive.
The free safe rides will be offered through a partnership with Uber in the UK and other transport providers across the world.
“The holiday season is a time when friends and families get together to celebrate and share gifts of thanks with each other,” said Häkkinen.
“It’s a time for parties and reunions and we want to make sure that those who are out celebrating with alcohol leave their cars at home. I strongly urge everyone to Join The Pact to never drink and drive.”