Campaign Overview
During National Impaired Driving Prevention Month, a new campaign named "Take a Minute. Make a Plan." was launched to encourage fans to make responsible choices while celebrating football. This initiative features Diageo North America partnering with Mothers Against Drunk Driving (MADD), the NFL, and Uber Technologies, Inc., aiming to significantly reduce impaired driving incidents.
The Importance of Planning
Football season is a time filled with excitement, celebrations, and gatherings with friends. However, it is crucial for fans to prioritize safety. The campaign urges these fans to take just one minute out of their weekly 690 minutes spent thinking about football to plan a safe ride home. This simple yet effective planning is designed to foster a culture of responsibility, especially during high-energy events.
Campaign Messaging
The campaign creatively showcases various traditions and preparations of football fans, including rituals like painting faces and selecting jerseys. Through these engaging visuals, viewers are reminded that taking just one minute to arrange safe transportation can make a tremendous difference in ensuring a secure ride home after the game.
Engagement Through Multiple Channels
To maximize reach, the campaign will employ a 360-degree marketing strategy featuring print, digital, and outdoor advertisements. Furthermore, it will incorporate tailored messaging during select NFL games, interactive in-stadium programs, and promotional offers via Uber. By securing visibility throughout the NFL season, particularly in prominent venues during events like the Super Bowl, the campaign emphasizes the critical message of responsible celebrations.
Collaborative Efforts
All executives from the partnering companies have expressed enthusiasm for this campaign. Stephanie Childs, Executive Vice President of Corporate Relations at Diageo North America, emphasizes the impact of a single-minute strategy, stating it could have transformative effects on planning ahead for responsible celebrations.
Call to Action
As the NFL season continues, fans are encouraged to actively participate in this campaign by accessing resources available at TakeAMinuteNow.com. These resources include tools that help make informed choices about safe transportation, whether that involves using Uber, designating a driver, or taking public transit.
About the Partners
Diageo North America holds a leading position in the beverage alcohol market with renowned brands such as Johnnie Walker, Crown Royal, and Guinness. Partnering with organizations like MADD only strengthens their commitment to social responsibility and reducing drunk driving fatalities.
The National Football League, recognized for its popularity and competitive franchises, along with MADD, a nonprofit organization dedicated to ending impaired driving, work together to bring significant awareness to this important issue. They strive to create a safer environment during this football season and beyond.
Uber also plays a vital role in this partnership, providing seamless transportation solutions to prevent impaired driving. Their focus on safety and commitment to the community underscores the campaign's objective of promoting responsible choices.
Frequently Asked Questions
What is the main goal of the "Take a Minute. Make a Plan." campaign?
The campaign aims to encourage football fans to plan ahead for safe transportation options, thereby reducing incidences of impaired driving.
Who are the partners involved in this campaign?
This initiative involves Diageo North America, Mothers Against Drunk Driving (MADD), the NFL, and Uber Technologies, Inc.
How can fans participate in the campaign?
Fans can engage by visiting TakeAMinuteNow.com for resources that assist in planning safe rides home and choosing responsible options.
What types of advertising will be used for the campaign?
The campaign will utilize print, digital, out-of-home advertisements, and targeted messaging during NFL games.
Why is planning for safe transportation important during the NFL season?
With increased social gatherings and celebrations, planning safe rides is crucial to prevent impaired driving and ensure community safety.
