drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Join the Pact: kilometres without alcohol”
• “Únete al Pacto: kilómetros sin alcohol”
COUNTRY Spain
TIMING 2009 > 2010
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • DGT (The national road safety Administration)
  • Vodafone
  • Mclaren
  • Mercedes
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OBJECTIVE

  • To encourage drivers to sign a pact stating that they will not drink-drive.
  • To involve all of society based on a common idea: alcohol and driving do not mix.
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DESCRIPTION OF THE INITIATIVE

  • Launched in Madrid in July 2009, Johnnie Walker’s Join the Pact campaign used the brand’s sponsorship of Formula One team Vodafone McLaren Mercedes to drive home the don't drink and drive message. During the launch event various representatives of organisations and institutions in the field of road safety and responsible drinking attended.
  • The campaign featured Join the Pact spokesmen Mika Hakkinen and Lewis Hamilton competing to sign up the most people pledging never to drink drive. Pedro de la Rosa, Spanish ambassador of the project threw the personal challenge of making Spain gather as many signatures as possible, surpassing all countries in which the initiative has been run. Both individual and collective commitment (organisations, companies, institutions...) could sign.
  • In 2009, through the site www.unetealpacto.com two Spanish signers had their names placed on the hull of the McLaren Mercedes drivers Lewis Hamilton and Heikki Kovalainen cars at the Gran Prix of Valencia on 23 August as an incentive to get drivers to sign.
  • The campaign was publicised during F1 events, media campaigns and through a promotional video.
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IMPACT

  • 120,000 people signed the pact until December 2010.
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