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• “Celebrate responsibly, drink in moderation and never drink and drive!”
• “ПРAЗHУBAЙ ОТГОВОРНО! KOHCУMИPAЙ УMEPEHO! НИКОГА НЕ КАРАЙ ПИЛ!”
COUNTRY Bulgaria
TIMING 2008 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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OBJECTIVE

  • To raise awareness of the importance of responsible drinking, especially that of not drink-driving, during times of celebration.
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DESCRIPTION OF THE INITIATIVE

  • As part of the ongoing responsible drinking agenda, the "don't drink and drive" campaign ran through December taking advantage of the celebratory period to focus on never drink-driving.
  • The message was delivered through billboards and distribution of postcards and message bearing bottles of water, in Sofia.
  • Nationwide the message was delivered through media (print, radio, internet and TV).
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IMPACT

  • 250,000 postcards were distributed in 300 on-trade venues.
  • 10,000 bottles of water were distributed at key roads across the city.
  • Between 8 and 23 December the campaign was featured: 49 times on internet based media; 19 times in newspapers; 4 times on TV and once on the radio.
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