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Responsible drinking programmes
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• “Responsible night transport”
COUNTRY Spain
TIMING 2007 > 2007
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Mayors of Las Palmas and Tenerife
  • Canary Government
  • On-trade and public transport trade associations
  • Vodafone
  • Mclaren
  • Mercedes
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OBJECTIVE

  • To promote responsible alcohol consumption.
  • To promote the use of the designated driver and public transport concepts.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was held in Las Palmas de Gran Canaria and Tenerife in August 2007.
  • Information cards promoting the unified taxi telephone number and responsible drinking messages were distributed via taxis, buses and on-trade outlets.
  • A meeting with regional press and stakeholders of the two cities was held to discuss the promotion of responsible transportation after a night out.
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IMPACT

  • 200,000 cards were distributed.
  • 1,700 taxis were involved in distributing the cards.
  • The town council and cab associations of both cities promoted alternative transportation after a night out.
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EVALUATION

  • 20% of those who remembered the message adopted moderate drinking behaviour that night.
  • 17% said that they would continue using their car but drink moderately.
  • 37% claimed the message would influence their drinking behaviour in the future.
  • 47% had a spontaneous recollection of a responsible drinking message.
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