Diageo exceeds anti-drink-drive target one year early

14th December, 2017 by Owen Bellwood

Diageo has collected almost seven million pledges to never drink and drive as part of its celebrity-backed Join the Pact campaign.

The campaign has been supported by former and current Formula 1 drivers (l-r) Stoffel Vandoorne, Mika Häkkinen, Jenson Button and Fernando Alonso

The Join the Pact campaign, associated with the Johnnie Walker brand, has exceeded its target to collect 5m pledges a year earlier than expected.

The campaign has been supported by Johnnie Walker’s sponsorship of Formula 1 and is fronted by former and current F1 drivers Fernando Alonso, Mika Häkkinen and Stoffel Vandoorne.

Diageo launched the campaign in 2008 as part of its efforts to tackle drink driving. Following a recent push in India, the movement has now collected almost 7m signatures.

Former Formula 1 driver Mika Häkkinen said: “It’s truly incredible that we have reached our target over a year early. I have been working on this campaign from the very beginning and it’s fantastic to see how we have reached people around the world, and I believe as a result made our roads safer.”

Häkkinen, Johnnie Walker’s global responsible drinking ambassador, will visit London this week to celebrate reaching the target and will launch a festive push for pledges in the UK. Häkkinen’s visit is timed to support the Department for Transport’s annual THINK! road safety campaign.

The campaign is currently active in more than 45 countries across five continents and will see further promotion in the UK over Christmas as Diageo partners with Ei Group, a leading UK pub company, encouraging customers to make a pledge to never drink and drive.

Charles Ireland, general manager for Diageo Great Britain, Ireland and France, said: “This is a busy time of year for our business and for the pubs that we work with across the country – however responsibility remains our number one priority. Our partnership with Ei Group will ensure the message to never drink and drive is seen by people as they are celebrating, and potentially deciding how to get home.”

The campaign has previously offered free rides to people over the festive period and earlier this year, Join the Pact launched in India, where Häkkinen drove a two-seater super car around the streets of Delhi.

Meanwhile, in Mexico, a TV commercial for the campaign became the first branded responsible drinking advert to run on national television in the country.

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