Diageo North America has launched a new social media campaign to encourage people to refrain from driving under the influence of alcohol during the holiday season.
The campaign, available on Instagram and Twitter, comprises three videos, of varying lengths, targeting young adults of legal drinking age.
It revolves around hard-hitting statistics, such as one in three drunk driving fatalities occurring during the holiday season, to highlight the effects of drunk driving.
The campaign also invites consumers to exercise their freedom to make life-saving choices, such as opting for different transportation options or to simply walk, instead of driving.
'The Greatest Freedom'
Caroline Rhodes, VP of corporate relations, Diageo North America, explained, "The notion of freedom is a privilege, and the need for positive thinking and action is essential.
"With these insights packed into a highly visual, emotive and easy to engage with the campaign, centring the greatest freedom of them all – our right to stay alive - we are confident consumers will connect to this message, and pledge to Join The Pact to never drive impaired."
The campaign aims to collect 50 million pledges globally to never drive impaired, the spirits giant said.
It is part of Diageo's #JOINTHEPACT programme, launched in 2008 to prevent drunk driving around the world.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.