Diageo launches campaign against impaired driving

31 August, 2021

Diageo North America has launched a campaign against impaired driving ahead of the Labor Day holiday.

The Johnnie Walker, Smirnoff and Guinness producer created “Wrong Side of the Road” in partnership with the United Nations Institute for Training and Research.

It includes a series of online videos featuring impactful stories of people that suffered the effects of driving while over the limit.

The drivers answer questions such as “Did you feel pressure to drive?”, “What was going through your head?” and “How did your family react?” in an interactive tool.

Visitors are then shown a summary of learnings and directed to other online resources that can offer additional information and support.

“We believe that a single crash caused by impaired driving is one too many,” said Ana Fitzgibbons, director at Diageo in Society. “As a leading beverage alcohol company, it is our responsibility to create prevention tools to help save lives.

“With this new anti-impaired driving experience and program, we continue to invest and innovate in our approach to further educate people and create awareness, while stigmatizing the irresponsible behavior.

“This initiative is a component of Diageo’s global effort to change the attitudes of 5 million people by 2030 when they think about drinking and driving.”

Diageo launched this tool in Great Britain in May, and it plans to roll it out in Ireland, Italy, Greece, Spain, South Africa, India, Nigeria, Mexico, Colombia and Dominican Republic over the next 12 months, with new drivers and languages added.

Chris Swonger, president and chief executive at the Distilled Spirits Council of the United States and Responsibility.org, added: “The consequences of impaired driving are far-reaching and all too often extend well beyond ramifications for the offender.

“Early estimates indicate impaired driving fatalities have increased sharply in the past year due to many factors – mental health concerns, a false sense of security due to less populated roads, speeding, and impaired driving.

“As Labor Day weekend approaches, we remind Americans to not only engage with Diageo’s new program, but to drink responsibly, plan ahead for a safe ride home if they choose to drink, and to never drive impaired. Not only could you ruin your own life, but you could also take the lives of others.”

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