Pernod Ricard is reinforcing its commitment to the anti-drink driving message, by tying up with the Automobile Association for a 10th annual campaign.
Kicking off today (14th December), the digital advertising campaign will be fronted by Jameson Irish Whisky to ensure that essential messages around drink driving are delivered to key audiences throughout the UK, as well as using accident hotspot data to target key regions.
Aimed especially at influencing the behaviour of 18-34 year old men – who make up 74% of all drink driving casualties – the campaign’s messages will be altered depending on gender, age and location, with targeted digital ads running throughout the festive season.
“More than 38 million people visited pubs, bars, clubs and restaurants last Christmas, and even more will once again be raising a glass with friends and family in homes across the country this Christmas, so we hope that our latest campaign will encourage people to stay safe this Christmas and to never drink and drive,” explained Pernod Ricard UK Managing Director Denis O’Flynn.
Edmund King, AA President, added: “We are seeing a societal shift around drink driving, with many people choosing a designated driver or organising taxis and other forms of transport for the end of the night. The message from the AA and Pernod Ricard UK remains unambiguous: if people are going to drive, then they should not drink, and if they are going to drink, don’t drive.”
