Diageo has secured more than 7 million pledges never to drink and drive through its global programme Johnnie Walker #JoinThePact, beating its target of 5 million a year early.
Diageo started the campaign in 2008 and is already being activated in over forty countries across five continents. It has now increased its next target, aiming to secure 50 million pledges by 2025.
The campaign is fronted by former and current F1 drivers including Mika Häkkinen, Stoffel Vandoorne and Fernando Alonso.
Mika Häkkinen, Johnnie Walker’s global responsible drinking ambassador, will visit London this week to celebrate reaching the target and kick off a festive push for pledges in the UK, including visiting the Houses of Parliament today (December 14) to encourage MPs to sign up. Over the Christmas period, Diageo GB is partnering with Ei Group, a leading UK pub company, 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.
Charles Ireland, general manager for Diageo Great Britain, Ireland and France, said: “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. 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.”