Diageo launches anti-drink drive campaign  

Diageo has launched a new anti-drink driving learning experience to help people understand the consequences of drink driving,

Part of the company’s global ambition to change the attitudes of five million people towards drink driving by 2030, ‘Wrong Side of the Road’ is a unique, interactive experience that allows people to have a conversation with a real drink driver to help them understand the effects of alcohol, and the shame and stigma that comes with drink driving.

“It is never acceptable to drink and drive.” Said Dayalan Nayager, managing director GB, Diageo. “This is a real opportunity for drivers to learn about the consequences of drinking alcohol and getting behind the wheel. We’re confident the participants will connect with the real-life case studies and their compelling stories. Every single accident caused by drink driving is preventable.”

According to the recent estimates, there has been the highest number of casualties from UK drink driving in a decade and 5-35% of all road deaths worldwide believed to be alcohol related.

“Drink driving is illegal, puts lives at risk, and there are tough penalties and rigorous enforcement in place for those who choose to do it,” Transport Minister Baroness Vere said. “I am pleased to see Diageo engage with young drivers on this crucial issue as we continue our work to prevent future tragedies.”

The experience, developed together with the United Nations Institute for Training and Research (UNITAR),  presents a series of real-life scenarios with three, pre-recorded drink drivers in the format of a video call, including drink driving after a party, and the morning after consuming alcohol.

The experience will be rolled out to North America, Kenya, South Africa and India over the next 12 months, with users in each market able to select from a series of real drink driver case studies based in their own country or region who speak their local language.