Xmas drink driving campaign targets office parties

Published: 28 November, 2011

Pernod Ricard and drivers' association the AA will target pressure on work colleagues drinking and driving over the office party season as part of its Accept Responsibility campaign.

The AA fears there could be a resurgence of the drink-driver, due to milder then anticipated weather prompting an increase in office Christmas parties.

There is a risk that the all-time low drink drive casualty figures over the last two years - explained due to bad weather meaning many parties were cancelled - could rise again. Three years of inexperienced drivers will also have their first driving Christmas. The recent AA Populus Panel survey showed that work colleagues are most likely to encourage respondents to drink 'just one more' when they are intending to drive (14%).

The advertising campaign will be run where office parties are most likely to take place, and online to tap into the 'getting ready' occasion via Facebook, MSN, Spotify, YouTube and w00t!. The campaign launches on December 1 and will run over the Christmas period until the beginning of January 2012.

The AA will also advertise in its monthly members' magazine in June and August to reach a further 1 million people. The groups expects approximately 5 million 18-24 year olds to see the advertisement four times over Christmas.

Denis O'Flynn, managing director of Pernod Ricard UK, said: "This third phase of our partnership continues the Pernod Ricard global focus on anti-drink driving initiatives, which was launched in May 2011 at the Pernod Ricard Responsib'ALL Day, where 18,000 Pernod Ricard employees across the world took part in 24 hours of action to kick-start a series of new anti-drink driving initiatives."

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