Diageo : and UK government launch new campaign to tackle drink driving

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.