Join the Pact: Reducing Drink Driving in Spain
Diageo is committed to preventing drink driving. Formula One (f1) races in Spain attract mass attention from motorsports enthusiasts, drivers and the general public. Johnnie Walker, the world’s number one premium Scotch whisky, partnered with the McLaren F1 team to spread awareness on the dangers of driving under the influence of alcohol.
Case study 05 JUL 2018
The campaign, called ‘#jointhepact’, encourages adults to make a pledge to never drink and drive and has been supported by the National Road Safety Administration in Spain.
Diageo’s #jointhepact ambassador, former F1 global superstar Mika Häkkinen, joined the Spanish campaign to launch this year’s initiative in the Montmeló Circuit of Barcelona. Government supported the programme with the presence of the Interior Regional Minister of Catalonia Jordi Jané, the Director of the Catalonian Mobility Service, Eugenia Doménech; Director of the Catalonian Police, Albert Batll and the President of the Road Safety Commission of the Catalonian Parliament, Alberto Vilagrasa.
As part of the launch, a McLaren sports car was driven to the F1 track to share messages about drink driving. Racegoers were encouraged to pledge not to drink and drive, by signing the race car. Almost 7,000 signatures were collected on the day. The campaign was extended online as well, bringing in more than 32,000 digital signatures.
“We are making a strong attempt to send this message of “don´t drink and drive” among the Spanish population. Drinking and driving are not compatible.”Jordi Jané
Regional Interior Minister of Catalonia
“We continue to support efforts to reduce drink driving in Spain through a range of programmes. By working with some of the fastest cars and drivers, #jointhepact resonates with the wider population.”Beatriz Blasco
Corporate Relations Director for Diageo Iberia
Over nine years, the campaign has attracted 120,000 signatories.