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Responsible drinking programmes
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• “Driver's Corner”
COUNTRY Austria
TIMING 2006 > 2014
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To promote the designated-driver concept.
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DESCRIPTION OF THE INITIATIVE

  • Flyers were printed to promote the Driver's Corner at events.
  • Designated drivers were registered at the beginning of each event and, in return, received coupons for free non-alcoholic drinks.  They were also invited to take a free breathalyser test when leaving the event.
  • In addition, coupons for taxis and information about public transport were made available for potential drivers to help avoid the possibility of drink-driving.
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IMPACT

  • 5 events were held in 2011.  An average of 5,000 flyers were handed out per event reaching approximately 17,000 indirectly and 20,000 directly.  Approximately 180 drivers registered per event.
  • In 2014, six activations took place at big scale Bacardi sponsored events.  25,600 people were reached, 1,800 coupons were given out and 1,452 coupons were redeemed.
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