Diageo GB has teamed up with mobile-based taxi service Uber to offer 30,000 kilometres of safe rides home during the festive season in a campaign for Johnnie Walker whisky.
In London, Manchester and Leeds, people can sign up online to commit to never drinking and driving in order to access a promotional code that will unlock a free ride via Uber. They can make their pledge by visiting www.jointhepact.com or by tweeting #GetHomeSafely to @JohnnieWalker_.
The initiative, called Join the Pact, is part of a global responsible drinking programme for Johnnie Walker which was launched in Edinburgh with Formula 1 stars Mika Häkkinen, Jenson Button, and Kevin Magnussen (pictured). It will see 250,000 kilometres of safe rides home given away globally over Christmas.
Andrew Cowan, country director at Diageo GB, said: “During the festive season millions of Brits will celebrate with a drink, and we are committed to encouraging people to never drink and drive. We hope that everyone takes part in Join the Pact and makes that public commitment.”
The announcement coincided with the introduction of new drink-driving legislation in Scotland, reducing the blood alcohol limit from 80mg to 50mg in every 100ml of blood.
Diageo has also entered a new partnership with the Department for Transport’s “Think!” campaign to promote not drinking and driving this December. The partnership is being communicated via outdoor media, Facebook and an above-the-line media campaign.
Join The Pact has already gathered commitments from more than 1.4 million people globally to never drink and drive. In September, Johnnie Walker announced it was seeking to achieve five million personal pledges over the next four years.