Unveiled during National Impaired Driving
Prevention Month, the new campaign encourages football fans to make
responsible choices and plan to never drive impaired
NEW
YORK, Dec. 2, 2024 /PRNewswire/ -- Premium
drinks company Diageo North America, Mothers Against Drunk Driving
(MADD), the National Football League (NFL), and Uber Technologies,
Inc. join forces in a unique partnership to launch "Take a
Minute. Make a Plan." Football games provide fans with
unforgettable moments of celebration, but planning to never drive
impaired is just as important as the pregame rituals and final
score. Did you know the average fan spends 690 minutes a week
thinking about football1? This campaign encourages fans
to prioritize taking just one of those 690 minutes to make a plan
to never drive impaired and aims to foster a culture of
responsibility, especially during high-excitement moments like
football games where socializing is part of the experience.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/diageo/9305751-en-diageo-madd-nfl-uber-take-a-minute-make-a-plan-campaign
"In sports, a one-minute time out to talk strategy can change
everything. With this powerful insight, we created a campaign to
inspire people to take one minute to plan ahead, celebrate
responsibly, and never drive impaired," said Executive Vice
President of Corporate Relations, Diageo North America,
Stephanie Childs. "Through our
partnerships with MADD, the NFL, and Uber, we are proud to
collaborate on this important effort to prevent impaired driving.
Together, we can reach more people and save lives."
"As we celebrate the excitement of the NFL season, it's critical
to remember that the safety of our fans and communities comes
first," said NFL Senior Vice President of Social
Responsibility Anna Isaacson.
"We're proud to reinforce our commitment to responsible
celebrations by partnering with Diageo, MADD and Uber on this
impactful campaign, encouraging fans to take a minute to plan ahead
and never drive impaired."
With a tongue-in-cheek creative approach, the campaign spots
show different settings where football fans prepare for game day -
from rituals like face painting, selecting the right jersey to
wear, to gathering the essentials for an ideal tailgate – inspiring
viewers to reflect on how taking just one minute to plan can make a
vital difference to ensuring a safe ride. The 360-degree marketing
campaign includes print, digital and out-of-home (OOH)
advertisements, broadcast integrations during select NFL games,
in-stadium programming including tailgate activations at select
games, and targeted Uber messaging with exclusive incentive codes.
The campaign will run throughout the remainder of the NFL season,
inclusive of visibility in New
Orleans during Super Bowl LIX weekend, ensuring that fans
across the country are consistently reminded of the importance of
planning ahead before celebrating. To view more of the work,
visit https://www.youtube.com/@Diageo/playlists and
Diageo.com.
"We are honored to team up with Diageo, Uber, and the NFL in the
'Take a Minute. Make a Plan.' Campaign," said MADD CEO
Stacey D. Stewart.
"Together, we are committed to promoting responsible drinking and
ensuring that everyone gets home safely. Every day, about 37 people
in the U.S. die in drunk-driving crashes — that's one person every
39 minutes. As football fans gather to celebrate their favorite
teams, we urge them to plan ahead and use safe transportation
options."
Earlier this year MADD created The MADD Network, an initiative
that unites diverse supporters of MADD who share a commitment to
eliminating impaired driving for good. In addition, the MADD Sports
program brings together athletes, teams, and universities to
amplify MADD's mission to end impaired driving and promote safer
choices in sports communities and their fans.
"We're thrilled to team up with MADD, the NFL and Diageo for
this important initiative," said Jill Hazelbaker, Chief Marketing Officer and SVP
of Communications and Public Policy at Uber. "We know that Uber
has helped to reduce drunk driving traffic fatalities in the cities
we serve, and we're proud to provide an easy alternative to
drinking and driving. We hope this campaign encourages football
fans to take a minute and make a plan to arrange a safe ride."
Through this partnership, Diageo North America, 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 – and reinforces Diageo's
longstanding commitment to addressing impaired driving.
About DIAGEO NORTH
AMERICA
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 their products are sold in more than 180 countries around
the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
at Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA
About NFL
The National Football League is America's most popular sports
league, comprised of 32 franchises that compete each year to win
the Super Bowl, the world's biggest annual sporting event. Founded
in 1920, the NFL developed the model for the successful modern
sports league, including national and international distribution,
extensive revenue sharing, competitive excellence, and strong
franchises across the country.
About MADD
Mothers Against Drunk Driving® (MADD) is a national
nonprofit leading the movement to end impaired driving for good.
Since 1980, MADD has helped reduce drunk driving deaths in America
by nearly 40%, saved more than 475,000 lives, and served more than
one million victims and survivors. The organization is committed to
leading prevention efforts with young adults, collaborating with
law enforcement to keep our roads safe from impaired drivers, as
well as advocating for stricter sentencing and stronger laws,
including the HALT Act that mandates anti-drunk driving technology
in every new car. MADD continues to provide support services to
victims and survivors of impaired driving at no charge through
victim advocates and the 24-Hour Victim Help Line 1-877-MADD-HELP.
For more information or to donate,
visit https://madd.org/ and follow MADD
on Facebook, Instagram, Twitter, TikTok, LinkedIn,
and YouTube.
About Uber
Uber's mission is to create opportunity through movement. We
started in 2010 to solve a simple problem: how do you get access to
a ride at the touch of a button? More than 52 billion trips later,
we're building products to get people closer to where they want to
be. By changing how people, food, and things move through cities,
Uber is a platform that opens up the world to new
possibilities.
1 690 minutes a week, equivalent to 46 hours
a month. Ticketmaster's #OfficialFan poll.
https://blog.ticketmaster.com/official-fan-stat-recap-2019/
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SOURCE DIAGEO