The Wrong Side of the Road

United Kingdom
2021 > Ongoing
#AwarenessRaising #PublicPrivate


To help people understand the consequences of drink driving.

To reduce the number of people who believe drink-driving is socially acceptable.


The United Nations Institute for Training and Research (UNITAR) and Diageo launched the anti-drink driving learning experience ahead of the UN Global Road Safety Week in May 2021.  Recently published provisional government statistics for the UK revealed drink-drive fatalities have reached their highest level in a decade, while globally 5-35% of all road deaths are believed to be alcohol-related.

The interactive experience allows people to have a conversation with a real drink driver to help them understand the effects of alcohol, and the shame and stigma that comes with drink driving.  It presents a series of real-life scenarios with three, pre-recorded drink drivers in the format of a video call, including drink driving after a party, and the morning after consuming alcohol.  As each story unfolds, the resource invites the participant to ask increasingly raw questions such as “Did you feel pressure to drive?”, “What was going through your head?” and “How did your family react?”.  At the end of the module, participants are shown a summary of learnings and directed towards other online resources that can offer additional advice and support.

This  initiative is part of an evolving approach that promotes changes in attitudes as a way of tackling drink driving and supports Diageo’s 10-year sustainability action plan, Society 2030: Spirit of Progress.


United Nations Institute for Training and Research (UNITAR)




Wrong side of the road

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