Diageo launches new campaign to tackle impaired driving

Diageo North America, the NFL, Mothers Against Drunk Driving (MADD), and Uber have launched a joint initiative to combat impaired driving, releasing the campaign “Take a Minute. Make a Plan” across the US.

Diageo also became the NFL’s first spirits sponsor in June 2024.

The initiative urges American football enthusiasts to take a single minute out of their game day ritual to plan for a safe ride home.

The mission draws on data showing that the average NFL fan spends 690 minutes weekly thinking about the sport, and one in 12 game attendees are over the legal limit to drive safely home after a game.

Using such data as a backdrop, the combined companies want to stress the importance that taking “just one minute” to make a plan can prevent life-changing drunk-driving related incidents. The move follows an increase of alcohol companies teaming up with the NFL.

Employing content depicting pre-game rituals such as tailgating or jersey selection, the campaign aims to convey the message that safety planning is an integral part of any sporting celebration or event.

Taking just one minute

Diageo North America’s executive vice president of corporate relations, Stephanie Childs, emphasised the campaign’s goal: “A one-minute time out to talk strategy can change everything. With this powerful insight, we created a campaign to inspire people to plan ahead, celebrate responsibly, and never drive impaired.”

The initiative benefits from a multi-channel marketing push that includes digital, print, and out-of-home advertisements, as well as broadcast tie-ins during NFL games. Fans will also encounter reminders in-stadium at tailgate activations, and Uber is offering exclusive incentive codes to promote its service as a safe transport option to and from games.

Stacey D. Stewart, the CEO of MADD, brought attention to the ongoing dangers of impaired driving, stating: “Every day, about 37 people in the US die in drunk-driving crashes. The collaboration aims to prevent these tragedies by encouraging fans to make safer choices.”

Uber’s role in the partnership complements its mission of providing accessible, safe alternatives to impaired driving. Jill Hazelbaker, Uber’s chief marketing officer, highlighted the company’s commitment to reducing drunk-driving traffic fatalities, saying: “We’re proud to partner on this initiative and provide an easy way for fans to ensure they celebrate responsibly.”

The campaign is live now, and will run through the remainder of the NFL season, including high-profile events like Super Bowl LIX in New Orleans.

The Drinks Business