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Responsible drinking programmes
supported by European spirits producers

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• “The party project - Today I am the driver”
• “The party project - Hoy conduzco yo”
COUNTRY Spain
TIMING 2008 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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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 message was promoted at on-trade J&B and Cacique La Ronería branded Party Project events during the Summer and 20-27 October.
    • Groups of friends are encouraged to rotate the role of designated driver throughout their group. - Designated drivers are identified with a pin displaying the "Today I am the driver" message and receive free non-alcoholic drinks throughout the evening.
    • Cards carrying responsible drinking messages are distributed along with promotional materials.
  • During the October activation the "Today I am the driver" and responsible drinking messages were displayed on the Cacique La Ronería website.
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IMPACT

  • The summer activation:
    • Reached almost 20,000 consumers in Madrid, Barcelona, Valencia, Seville and A Coruña.
    • 14,000 cards were handed out.
    • 10,000 pins were handed out.
    • 18,000 people were sent an email or mobile sms.
  • The October activation:
    • Reached 8,000 consumers in Bilbao, Sevillia and Valladolid.
    • 87,000 people visited the website.
    • 12,000 pins were distributed.
    • 120 posters were displayed.
    • 16,000 responsible drinking cards were distributed.
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EVALUATION

  • Results from Millward Brown research show that:
    • 48% of interviewees remembered the "Today I am the driver" message.
    • Consumers felt that the link between the J&B brand and responsible drinking had a positive effect on the action.
    • The responsible drinking message was valued by the consumer and influenced their future attitudes.
    • 66% were influenced by the responsible drinking messages.
    • 28% said that they didn't drink as much alcohol after receiving the responsible drinking message.
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