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• “Champions Drink Responsibly”
COUNTRY Belgium
TIMING 2008 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness of the dangers of drink-driving.
  • To encourage responsible drinking.
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DESCRIPTION OF THE INITIATIVE

  • The "drinking and driving don't mix" campaign message was promoted through print and TV advertising featuring Michael Schumacher.
  • Flags bearing the "Champions Drink Responsibly" message were distributed and posters put up in the in the Martini VIP area during the Belgian Grand Prix (5-7 September).
  • For more information on this initiative see Europe/Champions Drink Responsibly.
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IMPACT

  • 100,000 flags were distributed during the Grand Prix.
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