The drinks giant Diageo has partnered with THINK! to launch a campaign under its Johnnie Walker brand which is providing ‘safe rides home’ during the festive period, in return for a pledge not to drink and drive.
The campaign, part of Diageo’s global responsible drinking programme ‘Join the Pact’, was launched with a ‘driving spectacular’ in Edinburgh featuring the Formula 1 drivers Mika Häkkinen, Jenson Button and Kevin Magnussen. The launch took place on 4 December, the day before the new lower drink drive limit comes into force in Scotland.
Johnnie Walker is giving away 250,000 kilometres of free taxi rides across the globe, including 30,000km in Great Britain during the festive season.
Having first registered to ‘Join the Pact’ by making a pledge to never drink and drive, people in London, Manchester and Leeds can use a promotional code to book a free taxi ride home via the UBER app.
Andrew Cowan, Diageo GB, said: “During the festive season millions of Brits will celebrate with a drink, and we are committed to encouraging people to never drink and drive. We hope that everyone takes part in Join the Pact and makes that public commitment.”
Diagdeo says that across the globe Join The Pact has gathered commitments from more than 1.4 million people to never drink and drive. It is committed to achieving five million personal pledges over the next four years.
Consumers can make their pledge to never drink and drive by visiting www.jointhepact.com or by tweeting #GetHomeSafely to @JohnnieWalker_.
That presumes that one has the app in the first place. I hope that this incentive hits the market through whatever media and word of mouth and that people will take advantage of it. I hope that the results will be published in due course.
bob craven Lancs….Space is safe Campaigner.
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