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Schumacher to drive Bacardi's responsible drink-drive campaign

Published:  23 July, 2008

Formula One racer Michael Schumacher is to star in Bacardi's global responsible drink-drive campaign.

'Champions Drink Responsibly' will include advertising, consumer awareness campaigns and digital media, designed to raise awareness about responsible drinking.

It will focus on communicating an international 'drinking and driving don't mix' social responsibility message.

The campaign will be rolled out initially across 40 countries, with adverts featuring Schumacher available in 15 and 20 second lengths for television, cinema and online media.

There will also be a print campaign featuring different statements from Schumacher, including: "A word of advice if you are going out tonight. Taxi."

Andreas Gembler, Bacardi's president and chief executive officer, said: "As a leading global spirits company, we take our responsibility to educate consumers about responsible drinking very seriously."

Bacardi is also due to become a signatory of the European Road Safety Charter at a signing ceremony with European Union Transport Commissioner Jacques Barrot.

The European Road Safety Charter provides tangible contributions to increasing road safety in Europe with the aim of halving the number of traffic fatalities on European roads by 2010.

Schumacher unveiled the plans at the Autoworld Museum in Brussels.