Pernod campaigns against drink driving

Pernod Ricard and the Automobile Association (AA) have joined forces to make drivers accept responsibility for drink driving.

The AA recently conducted a survey which shows that 67% of 18-24 year olds had heard people excusing their drink driving by saying where they were going was “only down the road”.

The new campaign will seek to remind people that driving while intoxicated always starts with an excuse and urges motorists to “accept responsibility” when out celebrating.

The campaign will utilise traditional outdoor advertising as well as online and social media, including Facebook and MSN, to reach nearly 18 million people.

The AA hopes to make a further 15m people aware of the initiative by advertising on its website and through its monthly online magazine, which is distributed to 800,000 subscribers.

Jean-Manuel Spriet, chief executive of Pernod Ricard UK said: “We recognise that drinking and driving is still an issue in the UK and are very pleased to be in partnership with the AA in order to promote responsible behaviour.”

“Both national statistics and our joint survey confirm that excuses are still being used to try and justify drinking and driving and therefore it’s critical people start to accept responsibility.”

Starting on 1 December, this is the first stage of the partnership, which will continue to run throughout 2011.

Rupert Millar, 17.11.2010