Diageo Partners with MADD, NFL, and Uber Against Impaired Driving

Collaboration for Road Safety: Diageo, MADD, the NFL, and Uber

In an important initiative during National Impaired Driving Prevention Month, premium drinks leader Diageo North America, alongside partners Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies, Inc., has unveiled a compelling campaign titled "Take a Minute. Make a Plan." This collaboration aims to empower football fans to make responsible decisions and plan not to drive after consuming alcohol.

The Importance of Responsible Celebrations

Football games are moments of joy and celebration, yet it is equally vital that fans prioritize safety. The campaign highlights that the average football enthusiast spends 690 minutes weekly thinking about their favorite sport, suggesting that dedicating just one of those minutes to plan ahead for a safe ride home is a vital step in ensuring community safety. Each week during the season, millions gather to cheer for their teams, making the atmosphere ripe for increased alcohol consumption. Thus, spreading awareness about responsible driving habits during these high-energy events is paramount.

Inspiring Change Through Smart Planning

The approach adopted in the campaign utilizes humor and relatable scenarios that reflect the game day preparations of fans. From rituals like face painting to selecting jerseys and gathering for tailgates, the goal is to invoke reflection among viewers about the significance of planning their journey home safely. The messaging effectively encourages individuals to contemplate how spending just a minute to make safe transport plans can lead to significant safety changes.

Leveraging Diverse Marketing Strategies

This campaign utilizes a multifaceted marketing strategy encompassing print ads, digital engagement, and creative content during NFL broadcasts. Fans will witness tailored outreach through targeted Uber messaging, providing exclusive incentives for those who opt for ridesharing as a responsible alternative to driving under the influence. The campaign is designed to run throughout the NFL season, continuously reinforcing the message of safety as fans gear up for events like the Super Bowl.

Statements from Key Partners

Stephanie Childs, Diageo North America's Executive Vice President of Corporate Relations, expressed the initiative's essence well, stating, "In sports, a one-minute timeout to talk strategy can change everything. We aim to inspire our fans to take a moment to celebrate responsibly and never drive impaired." This emphasis on planning resonates with the NFL’s social responsibility stance, with Senior Vice President Anna Isaacson advocating for the safety of fans, reiterating the league's commitment to responsible celebrations.

MADD’s CEO, Stacey D. Stewart, draws attention to the dire statistics surrounding impaired driving, underlining the urgency for preventative measures. With approximately 37 lives lost each day due to drunk-driving incidents in the U.S., the campaign reminds fans that planning ahead can save lives.

The Role of Partnerships in Promoting Safety

Uber’s Chief Marketing Officer, Jill Hazelbaker, highlighted the effectiveness of partnerships in creating positive change. By collaborating with prominent organizations like Diageo, MADD, and the NFL, the campaign seeks to amplify crucial safety messages. Uber provides an alternative to impaired driving, offering accessible rides that encourage safety during celebratory occasions.

Empowering Fans with Tools for Safety

In collaboration, these entities are actively working to engage with fans and communicate actionable safety messages effectively. Through the resources available at www.TakeAMinuteNow.com, fans are given the information necessary to make informed choices about transportation, whether by choosing Uber, designating a sober driver, or utilizing public transport options.

About Diageo North America

Diageo is a renowned global leader in beverage alcohol, boasting a stellar collection of brands such as Johnnie Walker, Crown Royal, Smirnoff, and Guinness. The company underscores its commitment to responsible drinking by continually supporting initiatives that promote safe consumption practices.

About MADD

Mothers Against Drunk Driving (MADD) is a national nonprofit organization dedicated to eradicating impaired driving. Since its inception, MADD has played a pivotal role in reducing drunk driving deaths, empowering communities to advocate for responsible behavior through effective programming and outreach.

About the NFL

The National Football League, America's most beloved sports league, thrives on competition and community engagement. With a history dating back to 1920, the NFL remains committed to promoting safety and responsibility among its expansive fanbase.

About Uber

Uber's mission focuses on creating opportunity by enhancing transportation accessibility. Their innovative platform plays a vital role in the ongoing efforts to reduce impaired driving incidents, prioritizing community safety above all.

Frequently Asked Questions

What is the objective of the campaign launched by Diageo and its partners?

The campaign aims to encourage football fans to make responsible choices and ensure they have a plan to avoid impaired driving.

Who are the main partners involved in this campaign?

The campaign is a collaboration between Diageo, MADD, the NFL, and Uber.

How does the campaign engage with fans?

The campaign utilizes relatable scenarios in marketing, encouraging fans to take a minute to plan safe transportation and offering resources to facilitate this.

What safety message is emphasized during the NFL season?

The campaign highlights the importance of planning ahead for a safe ride home, particularly during high-energy celebrations like football games.

Where can fans find more information about safe transportation options?

Fans can visit www.TakeAMinuteNow.com for resources and information on making safer transportation choices.

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