Teamwork Tackles Drunk Driving: Diageo, MADD, NFL, and Uber Unite

In a powerful alliance, Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies have joined forces to launch the "Take a Minute. Make a Plan." campaign, aiming to curb impaired driving during the football season. This collaborative effort, unveiled during National Impaired Driving Prevention Month, encourages fans to prioritize responsible choices and plan ahead to avoid driving impaired.

The tongue-in-cheek campaign spots showcase various game day preparations, from face painting and jersey selection to tailgating essentials, highlighting that taking just one minute to plan can significantly enhance safety. The 360-degree marketing strategy includes print, digital, and out-of-home advertisements, broadcast integrations during select NFL games, in-stadium programming, and targeted Uber messaging with exclusive incentive codes. This comprehensive approach ensures consistent reminders about the importance of planning ahead before celebrating.

"In sports, a one-minute time out to talk strategy can change everything," said Stephanie Childs, Executive Vice President of Corporate Relations at Diageo North America. "With this powerful insight, we created a campaign to inspire people to take one minute to plan ahead, celebrate responsibly, and never drive impaired." The campaign aims to foster a culture of responsibility, especially during high-excitement moments like football games where socializing is part of the experience.



The campaign's creative approach aligns with Diageo's broader corporate social responsibility strategy, emphasizing responsible drinking and promoting safe transportation. By targeting football fans who spend an average of 690 minutes a week thinking about the sport, the campaign encourages them to dedicate just one minute to planning a safe ride home. This collaboration demonstrates Diageo's dedication to addressing impaired driving and fostering a culture of responsibility among its consumers.

Through this partnership, Diageo, MADD, the NFL, and Uber are using high-visibility, actionable messaging to engage fans and the broader public. Fans can visit www.TakeAMinuteNow.com to access resources that help them plan ahead and make safer choices. Whether it's using Uber to get a ride home, designating a driver, or taking public transportation, the "Take a Minute. Make a Plan." campaign provides the tools and incentives needed to ensure that every gameday celebration ends safely.

To track the campaign's progress and evaluate its impact on reducing impaired driving incidents, the following metrics can be used:


1. Awareness and Reach:
* Impressions and reach of campaign advertisements
* Website traffic and engagement on www.TakeAMinuteNow.com
* Social media mentions and shares
2. Engagement and Participation:
* Number of pledges or commitments made by fans to not drive impaired
* Use of campaign-specific Uber codes or designated driver options
* Participation in tailgate activations and in-stadium programming
3. Behavior Change:
* Surveys measuring change in attitudes and intentions towards responsible drinking and driving
* Reports from law enforcement and emergency services on impaired driving incident trends during campaign periods
4. Impact on Impaired Driving Incidents:
* Comparison of impaired driving incident rates during and outside campaign periods
* Analysis of campaign-related data (e.g., Uber trips, designated driver usage) and its correlation with reduced impaired driving incidents
* Feedback from law enforcement, emergency services, and campaign partners on the campaign's contribution to safer roads

In conclusion, the "Take a Minute. Make a Plan." campaign, a collaborative effort by Diageo, MADD, the NFL, and Uber, represents a significant step towards tackling impaired driving. By integrating a 360-degree marketing strategy, targeting football fans, and providing resources for safe transportation, the campaign aims to create lasting change in fan behavior. As the campaign progresses, its impact on reducing impaired driving incidents will be closely monitored and evaluated, ultimately informing future initiatives to promote responsible drinking and safe transportation.