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New Campaign Aims to Promote Responsible Driving During Football Season
During National Impaired Driving Prevention Month, a collaborative effort has emerged among Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies, Inc. This initiative, named “Take a Minute. Make a Plan,” encourages football enthusiasts to prioritize responsible decision-making while enjoying games.
Football season is filled with moments of joy and celebration, yet it is crucial to ensure that these celebrations do not lead to impaired driving. The campaign seeks to address this, highlighting that the average fan dedicates approximately 690 minutes weekly contemplating football. The goal is for fans to allocate just one of those minutes to devise a strategy that prevents driving under the influence, aiming to cultivate a culture of accountability during high-energy events.
“In sports, a moment of strategy can make a significant difference,” remarked Stephanie Childs, Executive Vice President of Corporate Relations at Diageo North America. “This campaign motivates individuals to take time for planning and to celebrate responsibly, avoiding impaired driving. By partnering with MADD, the NFL, and Uber, we’re working together towards the critical mission of saving lives.”
Anna Isaacson, NFL Senior Vice President of Social Responsibility, added, “As we embrace the thrills of the NFL season, the well-being of our fans and communities should be our top priority. Collaborating with Diageo, MADD, and Uber on this impactful campaign reinforces our dedication to responsible celebrations, urging fans to make safe choices when celebrating.”
The campaign employs a lighthearted creative strategy, showcasing various preparations that fans undertake before game day, from selecting jerseys to face painting. These visuals aim to remind viewers of the importance of spending just one minute to ensure a safe ride home. The marketing approach involves multiple channels, including print and digital ads, broadcast promotions during NFL games, and in-stadium initiatives such as tailgate events. It will maintain a prominent presence through the remaining NFL season and particularly during Super Bowl LIX weekend in New Orleans, reminding fans nationwide to plan their celebrations responsibly. More details can be found at Diageo’s YouTube channel and on their official website.
MADD’s CEO, Stacey D. Stewart, underscored the importance of this collaboration, stating, “We are honored to work with Diageo, Uber, and the NFL on the ‘Take a Minute. Make a Plan.’ initiative. Our joint efforts focus on advocating for responsible drinking while ensuring everyone gets home safely. Tragically, about 37 individuals in the U.S. lose their lives daily in drunk-driving incidents — that’s one life lost every 39 minutes. As football fans unite to support their teams, we encourage them to arrange safe transportation.”
Earlier this year, MADD initiated The MADD Network to unite supporters dedicated to eradicating impaired driving. Additionally, MADD’s Sports program engages athletes, teams, and educational institutions to spread awareness and promote safer choices within sports communities.
Uber’s Chief Marketing Officer, Jill Hazelbaker, expressed enthusiasm for the collaboration: “Partnering with MADD, the NFL, and Diageo is an exciting step for us. Uber has proven effective in reducing incidents of drunk driving in cities where we operate. Our hope is to further encourage football fans to take a moment and plan their safe journey after enjoying a game.”
The partnership between Diageo North America, MADD, the NFL, and Uber aims to deliver visible and actionable messages, encouraging fans and the public to take responsible actions. Individuals can visit www.TakeAMinuteNow.com for resources to help plan safe transportation, whether that involves using Uber, designating a sober driver, or opting for public transit. The “Take a Minute. Make a Plan.” campaign is designed to equip fans with the necessary tools to ensure that every game day celebration concludes safely, reflecting Diageo’s longstanding commitment to combat impaired driving.
About the Partners
Diageo North America
Diageo is a prominent player in the global beverage alcohol industry, featuring a diverse portfolio of brands such as Johnnie Walker, Crown Royal, and Guinness. The company is publicly traded on the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LON: DGE) and distributes products in over 180 countries worldwide.
The National Football League (NFL)
As the top sports league in the United States, the NFL consists of 32 teams vying annually for the Super Bowl, regarded as the premier sporting event globally. Founded in 1920, the NFL has pioneered the modern sports league model, covering aspects like national broadcasting and competitive balance.
Mothers Against Drunk Driving (MADD)
MADD is the leading nonprofit organization committed to eliminating impaired driving and providing support to victims of such incidents. Since its inception in 1980, it has contributed to a significant decline in drunk driving fatalities and advocates for stronger legislation while offering support services to victims.
Uber
Established in 2010, Uber aims to facilitate mobility and access to transportation. With over 52 billion trips completed, the platform continues to evolve, striving to enhance urban transportation and open up new opportunities for its users.
1. 690 minutes a week, equivalent to 46 hours monthly. Source: Ticketmaster’s #OfficialFan poll.
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