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Diageo reaches five million milestone in its efforts to tackle drink driving

Published:  14 December, 2017

Diageo has secured over five million pledges from people who have vowed never to drink and drive.

The pledges have been made through its programme Johnnie Walker #JoinThePact, which has been activated in over 40 countries across five continents since it was first launched by Diageo in 2008 as part of its efforts to tackle drink driving around the world.

The spirits company has also revealed it is aiming to secure 50 million pledges by 2025 as part of the programme, which is supported by Johnnie Walker’s sponsorship of Formula 1 partnerships and fronted by former and current F1 drivers, including Mika Häkkinen, Stoffel Vandoorne and Fernando Alonso.

Häkkinen, Johnnie Walker’s global responsible drinking ambassador, is visiting London this week to celebrate reaching the target and kick off a festive push for pledges in the UK. This includes a visit to the Houses of Parliament today to encourage MPs to sign up.

Over the Christmas period, Diageo GB is partnering with pub company Ei Group to encourage customers to make a pledge to never drink and drive and provide safe rides home over the festive period.

The activity is timed to support the Department for Transport’s annual THINK! road safety campaign.

“This is a busy time of year for our business and for the pubs that we work with across the country – however responsibility remains our number one priority,” said Charles Ireland, general manager, Diageo Great Britain, Ireland and France.

“Our partnership with Ei Group will ensure the message to never drink and drive is seen by people as they are celebrating, and potentially deciding how to get home. We’re proud of our track record in tackling drink driving in the UK and around the world, but we are not complacent and are determined to do more,” he said.

Paul Harbottle, commercial director, Ei Group, said the company was dedicated to taking care of customers through responsible retailing and playing a positive role in the many communities where its publicans operate.

“Giving people a positive action they can take, like making a pledge never to drink and drive through #JoinThePact in return for a safe ride home, is a great way to engage people on an important issue like drink driving at this time of year,”
 he said. 

Earlier this month, #JoinThePact was launched in India, with activity taking place in Mumbai and Delhi.