NEW YORK, Nov. 21, 2019 /PRNewswire/ -- Diageo
North America unveils its new #JOINTHEPACT social
media campaign in an effort to prevent drunk driving
during the holiday season and support the company's global ambition
to collect 50 million pledges to never drive impaired. Leveraging
hard-hitting statistics about the effects of drunk driving,
underpinned by the value of "freedom" as a powerful message, the
campaign encourages consumers to exercise their own right to
make important life-saving choices, including a pledge to never
drive impaired.
"The notion of freedom is a 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, centering
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," said Caroline Rhodes, VP, Corporate Relations, Diageo
North America. "Although drunk driving is at an historic low in
the United States, the reality is
that one in three drunk driving fatalities happen during the
holidays, and we believe that a single accident caused by drunk
driving is one too many and can be prevented."
In a series of real-life scenarios with people exercising their
freedom to live their lives the way they want - whether it's at a
special celebration or throughout daily activities - the narrative
thread shows them raising their hands in different ways as a symbol
of that freedom. As each story unfolds and raises awareness about
the effects of drunk driving with statistics, the campaign invites
consumers to also exercise their freedom to make life-saving
choices, such as planning different transportation options or to
simply walk, instead of deciding to drive.
The campaign will be activated across social media (Instagram
and Twitter) with three unique videos, of varying lengths,
targeting young adults of legal drinking age.
In 2008 Diageo launched its flagship program
#JOINTHEPACT as part of its efforts
to prevent drunk driving around the world. Since then,
and supported by a wide range of the company's brands, the
initiative has been activated in over 40 countries across five
continents. While more than 20 million adults around the world have
already committed to never drive impaired, there is still more to
be done.
Diageo has a long-standing commitment to promote positive
drinking through moderation and tackling alcohol misuse. In that
context, the company has a record of implementing multi-agency
drunk driving programmes that address education and enforcement all
over the world. It has partnered with governments, traffic police,
media, civil society, educational institutions and celebrities to
educate consumers on the dangers of driving impaired. The company
has also funded safe rides, designated drivers and free
transportation to provide consumers with safe alternatives.
Finally, it supports the enforcement of highly visible drunk
driving laws where they exist and the establishment of effective
laws where they do not.
To learn more about #JOINTHEPACT or pledge to never drive
impaired, please visit
https://www.jointhepact.com/en-us/
*Source: National Highway Traffic Safety Administration
(NHTSA), Fatality Analysis Reporting System (FARS), 2018.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and our products are sold
in more than 180 countries around the world. For more information
about Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow us on Twitter for news and
information about Diageo North America: @Diageo NA.
Media Contact:
Luis Carlos
Rabago, Diageo North America
luis.rabago@diageo.com
(203) 690.0860
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SOURCE Diageo North America