Absolut and Pernod launch anti-drink driving campaign

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Pernod Ricard UK and Absolut have joined forces to launch a new anti-drink driving campaign over the festive period.

The digital ‘#BetterJourneysHome’ campaign will offer free taxi rides home during December, to ensure partygoers get home safely using celebrity talent and leading on-trade partner Dirty Martini to target those most at risk.

Open to anyone in London, Birmingham or Manchester, the public must enter their details via Dirty Martini’s website to stand a chance of winning.

With the help of Roman Kemp, Absolut has released a 60-second animation titled ‘#betterjourneyshome’ to raise awareness of the campaign.

Absolut’s head of marketing Adam Boita said: “Drink-driving figures are unfortunately continuing to rise; so we wanted to think of a creative and fun way to capture the attention of those, who are most at risk on the roads.

“Teaming up with Roman Kemp and Dirty Martini, our aim is to encourage as many people as possible to seek out safer and Better Journeys Home this festive season and beyond.”

Kemp added: “Some of the best memories I have of my mates have been made during journeys home, so I jumped at the chance to help people make their nights memorable for all the right reasons.

“What better way to get home safely with your friends this Christmas, than a free ride?”

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