Diageo North America launches holiday DRINKiQ campaigns to educate on alcohol
Feature 07 DEC 2020
On the back of Diageo’s recently launched “Society 2030: Spirit of Progress” action plan and longstanding efforts to promote positive drinking, the company has committed to educating people on the risks of alcohol-related harm through its global DRINKiQ platform. To support this goal, Diageo North America has launched two campaigns across digital and social platforms in the U.S.
Both consumer-facing education campaigns aim to help people understand the effects of alcohol in the body and promote positive choices over the festive season.
A simple and engaging ten-question quiz was launched on BuzzFeed to test people’s knowledge on the effects of drinking. Portraying different scenarios -from a Holiday or Evergreen atmosphere to a Spanish-language version- the campaign was activated across social media targeting young adults of legal drinking age. The quiz is based on Diageo’s global flagship responsible drinking platform, DRINKiQ.
DRINKiQ is Diageo’s global resource to help people make responsible choices about drinking – or not drinking. The website, DRINKiQ.com, gives information on alcohol and its effects on the body, along with a range of resources to encourage moderate consumption.
To drive people to its content this festive season, the company launched a campaign on social media which aims to educate people on the factors that affect how alcohol is processed -such as age and gender- the amounts of alcohol in popular festive drinks, and busting myths about alcohol.