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Diageo Debuts New Anti-Drunk Driving Initiative Ahead of Labor Day

August 30, 2021

This morning, Diageo North America launched “Wrong Side of the Road,” a new initiative aimed at curbing drunk driving among consumers aged 21 to 35. The new program was developed with the United Nations Institute for Training and Research and uses a series of interactive videos to explore why a group of drivers chose to drive impaired and the consequences of their actions.

The initiative presents users with a series of video interviews and allows participants to ask former impaired drivers escalating questions like “Did you feel pressure to drive?” and “How did your family react,” which trigger pre-recorded responses. After the interviews are over, users are asked to summarize their experience and are directed to further resources. “We believe that a single crash caused by impaired driving is one too many. As a leading beverage alcohol company, it is our responsibility to create prevention tools to help save lives,” said Ana Fitzgibbons, director of Diageo in Society.

The U.S, is the second market to receive the “Wrong Side of the Road” tool, following its May 2021 roll out in the U.K. and Diageo plans to add additional markets—Ireland, Italy, Greece, Spain, South Africa, India, Nigeria, Mexico, Colombia, and the Dominican Republic—over the next year. “Wrong Side of the Road” is now available nationwide.—Shane English

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