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Responsible drinking programmes
supported by European spirits producers

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• “Champions Advice: Never Drink and Drive”
COUNTRY Hungary
TIMING 2006 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Zwack Unicum plc.
  • Hungarian Police and Traffic Police
  • HSA (Hungarian Spirits Association)
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OBJECTIVE

  • To promote the designated driver concept and to educate consumers not to drink and drive.
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DESCRIPTION OF THE INITIATIVE

  • In 2006, activities were held during the F1 Hungarian Grand Prix. The "Take the Lead, Drink Responsibly" slogan was used on leaflets.
  • In 2007, Mika Häkkinen, was appointed "Responsible Drinking Ambassador" and encouraged people to sign a personal pledge against drink-driving. Promotional leaflets and branded water bottles were also distributed.
  • In 2008, Mika Häkkinen, the Hungarian police and traffic police promoted the responsible drinking message "Champions Advice: Never drink and drive" through signing a public pledge against drink-driving at the Liszt Ference Square in Budapest on the afternoon of 31 July. Water bottles and leaflets containing responsible drinking messages were also distributed.
    • Mika took the opportunity during police patrols to further spread the message by advising about responsible drinking, distributing water bottles and leaflets containing responsible drinking messages.
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IMPACT

  • In 2006, more than 6,000 consumers received the leaflets.
  • In 2007, more than 5,000 people signed the pledge board and 15,000 leaflets were distributed.
  • In 2008, Wide media coverage reached approximately 9.9 million people and 4,000 water bottles and 19,000 leaflets were distributed.
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