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F1 stars help Diageo reach 20m anti-drink driving pledges

Formula One drivers have helped Diageo receive more than 20 million consumer pledges to never drive while under the influence of alcohol as part of its global Join the Pact campaign.

F1 has played an important role in Diageo’s Join the Pact campaign

Johnnie Walker owner Diageo launched the campaign in 2008 and has since gained support through Formula One partnerships, including F1 world champion Mika Häkkinen, who is one of two drivers who have become the face of the campaign.

Figures from the World Health Organization’s 2018 Global Status Report on Road Safety, as quoted by Diageo, estimated that between 5%-35% of all road deaths are related to alcohol globally.

Kate Gibson, director of Diageo in society, said: “I am delighted by the progress our Join the Pact initiative has made to date and our ambitious target to collect 50 million pledges never to drink and drive shows our tireless determination to make progress on reducing drinking and driving.

“We believe that a single death caused by drinking and driving is one too many and each one can be prevented.”

Diageo hopes to achieve its 50m pledges goal by 2025.

In June this year, F1 champion Häkkinen visited the Johnnie Walker flagship store in Madrid to raise awareness around the risks associated with drink driving.

Furthermore, more than 70,000 pledges were made to never drink and drive during the German Gand Prix in July.

The campaign launched in Thailand in April, with more than 25,000 pledges made in the first four months of the launch.

Meanwhile, the pact was launched in Ireland last month (August) at the 150th Galway Races.

Häkkinen commented: “It is fantastic to see the support for the Join the Pact Never Drink and Drive campaign. As an ambassador for the campaign, I’m delighted that over 20 million people from around the world have made a commitment to never drink and drive.

“I look forward to continuing the hard work and raising awareness of this important message.”

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