Diageo and UK government launch new campaign to tackle drink driving

Guinness, Captain Morgan and THINK! deliver creative campaign to show ‘a mate doesn’t let a mate drink drive’ this Christmas

Feature

LONDON, 02 December 2021: Diageo, maker of Guinness, Johnnie Walker, Smirnoff and Baileys, has partnered with THINK!, the government’s official  road safety campaign, to launch a new digital programme aimed at tackling drink driving over the festive period. The initiative will run on Guinness and Captain Morgan social channels and call on people to stop friends from getting behind the wheel after they have had a drink.

The latest data shows that 78% of drink-drive accidents involve male drivers or riders over the legal alcohol limit[1], and younger male drivers are historically over-represented in drink drive related road casualties[2]. The partnership will see THINK! relaunch its highly successful #PintBlock campaign which is aimed at this demographic. The series of short films will be redistributed across social and on digital display in pubs and bars across the UK to remind young people that ‘a mate doesn’t let a mate drink drive’. For the first time, they will also direct viewers to a landing page on the THINK! website featuring ‘Wrong Side of the Road’ - Diageo’s new virtual learning experience which allows individuals to have a conversation with a real drink driver to help understand the consequences of drink driving.

Diageo will amplify the campaign’s message with a series of digital activations across both Captain Morgan and Guinness. To land this message in a credible and authentic way, Captain Morgan has partnered with influencer, presenter and reality tv star, Sam Thompson, to release 15, 30 and 60 second social assets. In these short videos Sam Thompson ensures his friend doesn’t drink drive in an engaging way.

Guinness, also involved in the campaign, launched social assets featuring Guinness 0.0 (the new alcohol-free beer from the brewers at St. James’s Gate). These will encourage friends to not drink drive this Christmas, and instead opt for a non-alcoholic alternative.

 

“Investing in programmes such as Wrong Side of The Road is vital in combatting drink driving. If you are a true mate, you cannot let your friends drink drive. Our partnership with THINK! will hopefully remind people of this powerful message.”

Dayalan Nayager

Managing Director at Diageo GB

“Our THINK! campaign has already done so much to raise awareness of the dangers of drink-driving and this becomes even more important as we approach the festive season. 32% of young men said they would feel uncomfortable asking a friend not to drink and drive and it’s vital that we continue to take action to change that. We are proud to be working in partnership with Diageo to change behaviour and attitudes around drink driving together.”

Baroness Vere, Roads Minister

Department for Transport

Diageo has a long-standing commitment to promoting positive drinking through moderation and tackling the harmful use of alcohol. This new initiative is part of Diageo’s latest pledge to change the attitudes towards drink driving of five million drivers by 2030, as announced in the company’s ten-year sustainability action plan Society 2030: Spirit of Progress last year.