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Diageo reveals Join the Pact Christmas campaign

Johnnie Walker owner Diageo has created a Christmas campaign as part of its Join the Pact initiative to get 50 million pledges to never drive while under the influence of alcohol.

Diageo aims to get 50m pledges to never drink drive as part of its Join the Pact campaign

In the Christmas campaign, Diageo North America encourages consumers to exercise their own right to make “life-saving” choices, such as promising to never drive after drinking alcohol.

The initiative comprises a series of real-life scenarios, such as a celebration or day-to-day activities, and shows them raising their hands in different ways as a symbol of the freedom they have to make those decisions.

As each story is told, statistics reveal the effects of drink driving and viewers are invited to exercise their freedom of choice by opting to pledge to never drink and drive.

The campaign will be activated across Instagram and Twitter social media platforms, with three videos of different lengths, targeting young adults over the legal drinking age.

Caroline Rhodes, VP, corporate relations, Diageo North America, said: “The notion of freedom is privilege, and the need for positive thinking and action is essential.

“With these insights packed into a highly visual, emotive and easy-to-engage-with campaign, centring on the greatest freedom of them all – our right to stay alive – we are confident consumers will connect to this message, and pledge to ‘join the pact’ to never drive impaired.

“Although drunk driving is at a historic low in the United States, the reality is that one in three drunk driving fatalities happens during the holidays, and we believe that a single accident caused by drunk driving is one too many and can be prevented.”

Consumers can follow the campaign on social media using the hashtag #JointhePact.

Diageo launched its Join the Pact campaign in 2008. In September this year, it was revealed that Formula One drivers have helped the drinks firm collect more than 20 million consumer pledges to never drink and drive as part of the campaign.

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