Campaigning to reduce drink driving in Taiwan
Case study 26 JUN 2015
Celebrity endorsements, a multi-media approach, and close collaboration with partners including government agencies all played their parts in a successful campaign to reach thousands of people in Taiwan with a simple message: 'Don't drive if you're going to drink!'.
More than 10,500 posters placed in petrol stations, motor vehicle offices and other key locations helped our 2014 partnership between Diageo Taiwan and the Ministry of Transportation and Communication reach 276,118 people in a campaign backed by Dreamgirls singer Emily Song.
The campaign, picked up 171 times by Taiwan media, was just one of our 373 responsible drinking programmes aimed at reducing harmful drinking worldwide in 2014, and forms part of our longstanding campaign to change consumer behaviour and reduce drink driving.