Pernod Ricard UK and the Automobile Association (AA) have joined together to promote an anti-drink driving campaign this Christmas.

The campaign, fronted by Jameson Irish Whiskey, is directed at 18-34 year-old men and features on websites such as Time Out, Metro and Transport for London. It seeks to raise awareness about the dangers of driving the morning after a night of festivities.

Advertisements are running throughout December and January, featuring straplines such as ‘The key to a great night out. No car key’ and ‘Driving? Enjoy a Jameson some other time’.

The message hopes to reach the target audience through pragmatic buying by those who display a common interest in pubs, clubs and going out. 

According to an AA survey, 54% of people select a designated driver the night before, however they rarely consider arrangements for the following morning. However, almost a fifth of people (19%) have driven the morning after a night out, even though they believe they may still have been over the limit.

Edmund King, AA president said they want to ensure people are fully aware of their alcohol levels the subsequent morning, before making the decision whether to get behind the wheel.

Dennis O’Flynn, managing director of Pernod Ricard UK said: “The Christmas period is a key time for our customers in the on and off trade. They can also encourage people to make sensible decisions when it comes to driving by implementing simple ideas such as, having a local taxi list accessible and allowing customers to leave their cars in the car park over night to collect the following morning.”