The MADD-Diageo relationship will focus on education, awareness,
and prevention campaigns to help end impaired driving.
Mothers Against Drunk Driving® (MADD) and Diageo North America
have agreed to a new partnership to collaborate on public awareness
and education campaigns aimed at ending drunk driving.
In late 2023, MADD created the MADD Network, a first-of-its-kind
campaign that aims to unite diverse supporters of MADD who share
the commitment of creating a future of No More Victims. Diageo,
which has a proven track record of effective programming to prevent
impaired driving, is an inaugural member in the launch of the MADD
Network.
Their first partnership initiative will be to jointly send a
clear “don’t drink and drive” message to football fans throughout
the U.S. and beyond as the big game approaches, encouraging
everyone to celebrate and enjoy the game safely while refraining
from drinking and driving.
“In recent years we have witnessed a surge in drunk driving.
Just since 2019, alcohol-related traffic fatalities have increased
by 31%. MADD and Diageo are acutely aware that lives are at stake,”
said MADD CEO Stacey D. Stewart. “We all want to savor the big
game, but no one should get behind the wheel after consuming
alcohol, marijuana, or other drugs and substances that can impair
driving. Our partnership will help carry this message far beyond
what either of our organizations could reach alone.”
Having a great time before, during and after the big game is
wonderful, say MADD and Diageo, but no one should put lives at risk
by drinking and driving. Impaired driving deaths and injuries are a
concern that affects Americans in both urban and rural areas and
from all walks of life.
Impaired driving has increased by 14% two years in a row and has
caused 13,000 deaths in a single year for the first time since
2007. Every 79 seconds, someone in the U.S. is killed or injured by
a drunk driver — and that number does not include the deaths and
injuries caused by drivers who were impaired by cannabis or other
controlled substances.
MADD has helped save nearly 400,000 lives and served nearly 1
million victims in the last 43 years. MADD recently celebrated the
greatest legislative victory in its history — the passage of the
HALT Act which requires advanced impaired driving prevention
technology in all new cars. The organization continues to pass
lifesaving legislation, advocate for victims and survivors and
change America’s culture around drinking and driving. Today, MADD
is fiercely dedicated to a future in which drunk driving is
eradicated.
“We are proud to join forces with MADD on the shared commitment
to address impaired driving, and extremely honored to become the
inaugural member of the MADD Network,” said Stephanie Childs,
Executive Vice President, Corporate Relations, at Diageo North
America. “With our combined expertise, networks and educational
resources to address alcohol-related harm, together we are stronger
to raise awareness and help save lives.”
Diageo has a record of implementing and supporting multi-agency
drunk driving programs that address education and enforcement all
over the world. In the U.S., the company has supported initiatives
aimed at reducing traffic deaths and improving road safety through
a range of interventions, including partnerships with the private
sector, local authorities, law enforcement, and other agencies that
support the enforcement of impaired driving laws. Some of these
efforts include:
- Launching the ‘Wrong Side of the Road,’ an interactive
experience aimed at educating people on the consequences of
impaired driving.
- Providing educational resources available through its DRINKiQ
platform, which provides information (in English and Spanish) about
alcohol and its effects, empowering people to make responsible
choices.
- Funding safe rides, designated drivers and free transportation
to provide consumers with safe alternatives.
- Supporting the enforcement of drunk driving highly visible laws
where they exist and the establishment of effective laws where they
don’t.
- Diageo brands, dedicating advertising and activations toward
promoting moderation and responsible drinking.
One of Diageo’s most recent initiatives, in 2022, was the
creation of the Multicultural Consortium for Responsible Drinking
(MCRD) in partnership with influential members of the Black, Latino
and Native American communities to address alcohol-related harm. In
the U.S., research has shown that alcohol consumption affects
ethnic communities differently and through this hyperlocal
community-focused effort, Diageo has provided educational resources
to over 1.6 million people. MADD is proud to join the MCRD and
looks forward to working with other members in our shared mission
and vision.
“We all need to work towards a future in which no one has to
fear becoming the victim of an impaired driver.” added Stewart.
“The power of the MADD Network comes from each partner — whether a
corporation, a foundation, or an individual — using their own
platform to help educate their unique community about the dangers
of impaired driving, the need for underage drinking
education/prevention, and legislative efforts that will effect real
change.”
MADD and Diageo North America will announce additional details
about their partnership in the near future.
About Mothers Against Drunk Driving
Mothers Against Drunk Driving® (MADD) is the nonprofit leader in
a movement to create a world where there are #NoMoreVictims of
impaired driving. By working in collaboration with law enforcement
to end underage drinking and all drunk and drugged driving, MADD
has helped reduce drunk driving deaths by more than 50%, saving
more than 400,000 lives. The organization is a vocal advocate for
tougher sentencing, new laws and new technology, including
implementation of the Halt Act. MADD also has provided supportive
services to nearly one million victims of drunk and drugged driving
at no charge through local victim advocates and its 24-Hour Victim
Help Line 1-877-MADD-HELP. For more information or to make a
donation, visit us at https://madd.org/and follow MADD on Facebook,
Instagram, Twitter, TikTok, LinkedIn, and YouTube.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain
Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both
the New York Stock Exchange (NYSE: DEO) and the London Stock
Exchange (LSE: DGE) and our products are sold in more than 180
countries around the world. For more information about Diageo, our
people, our brands, and performance, visit us at www.diageo.com.
Visit Diageo's global responsible drinking resource,
www.DRINKiQ.com, for information, initiatives, and ways to share
best practice. Follow us on Twitter and Instagram for news and
information about Diageo North America: @Diageo_NA.
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Luis Rabago Luis.rabago@diageo.com
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