drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

< BACK TO SEARCH RESULTS
• “Join the Pact: If you drive don't drink”
• “Únete al pacto si conduces no bebas”
COUNTRY Spain
TIMING 2015 > 2015
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
TOP ^

PARTNER(S)

  • AESLEME
  • Barcelona Council
  • Hailo (taxi service)
  • Representatives from every political party
  • Mika Hakkinen, Fernando Alonso and the F1 drivers from McLaren
TOP ^

OBJECTIVE

  • To get consumers to commit to never drink & drive.
  • To create alliances with NGO´s, security road authorities and political representatives in order create a united position to raise awarenes about the risk of drinking & driving.
TOP ^

DESCRIPTION OF THE INITIATIVE

  • The main aim of activities was to ask consumers to join the pact to never drink and drive.  
  • It was ran in Madrid and Barcelona with the participation of Mika Hakkinen and the F1 drivers from McLaren during May 2015.  
  • It included a social media campaign, a joint press conference, media tours and driving stunts with Fernando Alonso in Barcelona. 
  • For every commitment Diageo pledged to give 1km of safe rides home through their partner Hailo.  
  • The initiative was promoted via the Johnny Walker Facebook page and the Join the Pact page.
TOP ^

IMPACT

  • Nº of commitments obtained: 87,675 (so 87,675 km's were given back to consumers for a safe ride home).
  • Public institutions support: Representatives of all political parties, Security road authorities and Barcelona Council.
  • NGOs support: Stop Accidentes Catalunya, AESLEME, Madrid PAT and Madrid APAT.
TOP ^
< BACK TO SEARCH RESULTS
Latest initiatives RSS feed DOWNLOAD

VISUAL

-----------------------------
Download ALL in ONE (zip file – 124 ko)