Diageo, MADD, the NFL and Uber Enter Year Two of ‘Take a Minute. Make a Plan. Never Drive Impaired’

"Take a Minute. Make a Plan." Dolphins Bus.

• Last season, the initiative reached half of the legal drinking age population in the U.S. reminding fans to plan ahead on game day and promoting responsible behavior.

NEW YORK, December 3^rd, 2025 – Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies, Inc. are teaming up for the second year of their “Take a Minute. Make a Plan.” campaign, a nationwide effort encouraging fans to plan their ride before kickoff and never drive impaired.

“We’re thrilled to partner once again with MADD, the NFL, and Uber to amplify this vital message,” said Stephanie Childs, Executive Vice President of Corporate Relations, Diageo North America. “Taking just one minute to plan can make all the difference in keeping fans safe while they celebrate. Last season, through this initiative, we engaged sports fans during their game day planning journey and tackled impaired driving by encouraging them to intentionally plan for a safe ride home.”

“Partnering for the second year for the ‘Take a Minute. Make a Plan.’ Campaign reflects our shared commitment to safety and responsibility,” said Stacey D. Stewart, CEO, MADD. “By encouraging fans to plan out their ride home, we’re making it easier to prevent impaired driving and protect lives.”

"Take A Minute. Make A Plan." Minnesota Vikings Out-Of-Home

Last year’s campaign drove measurable impact, with 88% of NFL fans reporting they were likely to make a plan before attending a game. The initiative reached half of the legal drinking age population through its efforts, resulting in over one million free ride redemptions in December 2024. Notably, with 8.5% of these rides were booked by first-time reserve riders.

“Building on last year’s success, we’re continuing our commitment to helping people make safe, responsible choices,” said Jill Hazelbaker, Chief Marketing Officer and SVP of Communications and Public Policy at Uber. “Whether it’s game day or any day, taking just one minute to plan a ride helps ensure everyone gets home safely.”

“As the NFL season kicks into high gear, it's critical to remember that the safety of our fans and communities comes first," said NFL Senior Vice President of Social Responsibility Anna Isaacson. “Working alongside Diageo, MADD, and Uber, we are reinforcing our shared commitment to responsible celebrations and encouraging fans to plan ahead and never drive impaired.”

This year, fans can expect even more dynamic activations that bring the campaign to life nationwide. Partnerships with Eater and The Players’ Tribune will feature custom content on responsible game-day hosting, while local events will spotlight players competing in fun, “minute-to-win-it” challenges. Digital activations with teams including the Philadelphia Eagles, Minnesota Vikings, Miami Dolphins, New York Giants, New York Jets, Cincinnati Bengals, Houston Texans, Jacksonville Jaguars, Cleveland Browns and Arizona Cardinals will extend the message across the country, culminating at the Super Bowl, where branded trolleys, pedicabs, murals, and digital billboards will promote celebration with responsibility on football’s biggest stage. The ‘Take a Minute. Make a Plan. Never Drive Impaired.’ campaign will also be at the Fan Experience at the Super Bowl for the second year in a row.

By visiting www.TakeAMinuteNow.com, individuals can find practical resources to help them plan ahead and prioritize safety. Whether it's booking an Uber, selecting a designated driver, or opting for public transit, the "Take a Minute. Make a Plan. Never Drive Impaired" initiative equips fans with the guidance and motivation to make smart decisions, underscoring Diageo and its partners’ shared dedication to preventing impaired driving and promoting safety wherever fans gather to celebrate.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Instagram for news and information about Diageo North America: @Diageo_NA.

About NFL
The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the country.

About MADD
Mothers Against Drunk Driving^® (MADD) is a national nonprofit leading the movement to end impaired driving for good. Since 1980, MADD has helped reduce drunk driving deaths in America by nearly 40%, saved more than 475,000 lives, and served more than one million victims and survivors. The organization is committed to leading prevention efforts with young adults, collaborating with law enforcement to keep our roads safe from impaired drivers, as well as advocating for stricter sentencing and stronger laws, including the HALT Act that mandates anti-drunk driving technology in every new car. MADD continues to provide support services to victims and survivors of impaired driving at no charge through victim advocates and the 24-Hour Victim Help Line 1-877-MADD-HELP. For more information or to donate, visit https://madd.org/ and follow MADD on Facebook, Instagram, Twitter, TikTok, LinkedIn, and YouTube.

About Uber
Uber's mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 52 billion trips later, we're building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.