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Responsible drinking programmes
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• “Never Drink and Drive”
• “Soha ne igyál ha vezetsz!”
COUNTRY Hungary
TIMING 2016 > 2016
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • National Police Accident Prevention Committee ( ORFK-OBB)
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OBJECTIVE

  • To encourage drivers to pledge never to drink and drive.
  • To raise public awareness of the importance of responsible driving.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was launched during Easter 2016. Since the immediate environment of family and friends play a big part in shaping attitudes and prevention, emphasis is placed on social media to create a community for sober drivers, and to make information available. It is supported by digital and social media, PR and events.
  • 2016 activities include:
    • During the Police's Easter road activities, sober drivers were given small gifts and asked to express their personal commitment to sign the online commitment never to drink and drive.
    • During the summer, the campaign attended festivals to share the message with the festival goers.  Amongst other activities, festival goers could watch a short film and test their knowledge of the Highway Code. 
    • A press conference was held on 07 December, to share the number of campaign signatories and to remind everyone to be responsible during the festive period.
  • The initiative's Facebook page provides useful advice, tips and draws the drivers' attention to responsible alcohol consumption. It also hosts promotional competitions such as the the Christmas holiday edition, (ran over December, with winners announced early January 2017). It challenged club goers in the party going district of Budapest to find one of the “Never drink and drive” stickers posted onto parking meters. They could then enter the competition by sending a selfie with the sticker. Winners received a Taxify gift card.  
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IMPACT

  • To date (December 2016) the initiative has collected over 158,400 signatures and the Facebook page page has been liked over 6,900 times.
  • 5 festivals were attended during the summer of 2016 (Harley-Davidson Open Road Fest, VOLT Festival, EFOTT, Campus and Strand).
  • 48 parking meters had awareness stickers posted onto them over the 2016 Christmas period.
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