LONDON, May 14, 2021 /PRNewswire/ -- Diageo, maker of
Johnnie Walker, Smirnoff and
Guinness, ahead of UN Global Road Safety Week, has today launched a
new hard-hitting, anti-drink driving learning experience to help
people understand the consequences of drink driving, and support
the company's global ambition to change the attitudes of five
million people towards drink driving by 2030.
With recent figures estimating there has been the highest number
of casualties from UK drink-driving in a decade1 and
5-35% of all road deaths worldwide believed to be alcohol
related2, 'WRONG SIDE OF THE ROAD' is a unique,
interactive experience that allows people to have a conversation
with a real drink driver to help them understand the effects of
alcohol, and the shame and stigma that comes with drink
driving.
"It is never acceptable to drink and drive,"
said Dayalan Nayager, Managing Director GB, Diageo.
"This is a real opportunity for drivers to learn about the
consequences of drinking alcohol and getting behind the wheel.
We're confident the participants will connect with the real-life
case studies and their compelling stories. Every single accident
caused by drink driving is preventable."
UK Government Transport Minister Baroness Vere said:
"Drink driving is illegal, puts lives at risk, and there are
tough penalties and rigorous enforcement in place for those who
choose to do it. This Government has made a commitment to continue
working tirelessly to reduce the number of incidents of drink
driving on our roads, and our award-winning THINK! campaign
continues to challenge social norms and attitudes towards drink
driving, particularly among younger drivers. I am pleased to see
Diageo engage with young drivers on this crucial issue as we
continue our work to prevent future tragedies."
The experience, developed together with the United Nations
Institute for Training and Research (UNITAR), presents a
series of real-life scenarios with three, pre-recorded drink
drivers in the format of a video-call, including drink driving
after a party, and the morning after consuming alcohol. As each
story unfolds, the resource invites the participant to ask
increasingly raw questions such as "did you feel pressure to
drive?", "what was going through your head?" and "how did your
family react?". At the end of the module, participants are shown a
summary of learnings and directed towards other online resources
that can offer additional advice and support.
Estrella Merlos, Global Head
of UNITAR's Road Safety Training Initiative
said: "We're delighted to be continuing our work
with Diageo to bring this innovative new tool to young people
across the world. At UNITAR, we strive to work with
partners to reduce road traffic deaths and shape a better future,
and we are positive that this tool will go some way towards
contributing to this major objective and the UN's
Second Decade of Action for Road Safety targets."
David, a case study participant commenting on his first-hand
experience said: "This is a real issue with serious
consequences. I hope that by sharing my real-life experience, in an
open and honest way, I will encourage people to think about
themselves and their friends and make the right decision to never
drink and drive."
Diageo has a long-standing commitment to promote positive
drinking through moderation and tackling the harmful use of
alcohol. The company has a history of supporting initiatives aimed
at reducing traffic deaths and improving road safety globally. This
latest initiative is part of an evolving approach that promotes
changes in attitudes as a way of tackling drink driving and
supports the company's 10-year sustainability action plan, Society
2030: Spirit of Progress.
Launching in Great Britain in
May 2021, the experience will be
rolled out to North America,
Kenya, South Africa and India over the next 12 months, with users in
each market able to select from a series of real drink driver case
studies based in their own country or region who speak their local
language.
Notes to editors:
The 'WRONG SIDE OF THE
ROAD' learning experience can be accessed here:
https://drinkdriving.drinkiq.com/
For more information contact the Diageo press office on
press@diageo.com or +44 (0) 7803 856 200.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's
and Windsor whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more
than 180 countries around the world. The company is listed on both
the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO). 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.
Celebrating life, every day, everywhere.
About UNITAR
An autonomous UN body established in 1963, the United Nations
Institute for Training and Research (www.unitar.org) is a dedicated
training arm of the United Nations System, and has the mandate to
enhance the effectiveness of the UN through diplomatic training,
and to increase the impact of national actions through public
awareness-raising, education and training of public policy
officials.
1 Reported road casualties in Great Britain, provisional estimates involving
illegal alcohol levels: 2019
https://www.gov.uk/government/statistics/reported-road-casualties-in-great-britain-provisional-estimates-involving-illegal-alcohol-levels-2019/reported-road-casualties-in-great-britain-provisional-estimates-involving-illegal-alcohol-levels-2019
2 WHO Global Status Report on Road Safety (2018)
https://www.who.int/violence_injury_prevention/road_safety_status/2018/GSRRS2018_Summary_EN.pdf
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SOURCE Diageo