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Responsible drinking programmes
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• “Designated Driver Campaign”
COUNTRY Ireland
TIMING 2003 > 2014
THEME
Drink-driving

CONTRIBUTOR

  • Drinkaware (previously MEAS)
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PARTNER(S)

  • An Garda Síochána
  • The Road Safety Authority
  • The AA
  • European Commission
  • Soft drinks distributors in Ireland
  • CCBI (Coca-Cola Bottlers Ireland)
  • Cross-party political support
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OBJECTIVE

  • To encourage the use of a designated driver as normal behaviour and thereby reducing the incidence of alcohol-related road accidents by reducing the prevalence of drink-driving.
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DESCRIPTION OF THE INITIATIVE

  • Run on a yearly basis at Christmas and during other holiday periods, the designated driver concept is promoted through: national and regional media; on-trade washroom advertising; trade competitions; PR, designated driver themed e-cards and campaign posters.
  • Since 2004, supported by MEAS, Coca-Cola have supported the campaign entitling designated drivers to three free drinks from participating premises, providing an added incentive to take on the designated driver role.
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IMPACT

  • Campaign awards:
    • In 2007, it won the Corporate Social Responsibility award for Corporate Communications at the Public Relations Institute of Ireland Awards.
    • In 2009, it won the All Ireland Marketing Award for Corporate Social Responsibility for the Designated Driver campaign.
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EVALUATION

  • Independent research carried out in January 2013 showed that 80% of respondents stated that they would now 'organise transport to avoid anyone drink-driving'.
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