Pernod Ricard and the AA in anti-drink drive campaign
Pernod Ricard has once again teamed with the Automobile Association (AA) for another phase of its anti-drink driving campaign, which encourages drivers to "accept responsibility" when it comes to drinking and driving.
Pernod Ricard has once again teamed with the Automobile Association (AA) for another phase of its anti-drink driving campaign, which encourages drivers to "accept responsibility" when it comes to drinking and driving.
The campaign, which is specifically tarted at 18-24 year olds, starts today and runs until the end of September.
It looks to raise awareness of the dangers of driving after enjoying a casual drink in the park or at a friend's house over the summer.
Edmund King, the AA's president, said: "We must continue to remind drivers about the dangers of drinking and driving. It is crucial that drivers and their friends and family consider the hazards of drinking and driving on all occasions throughout the summer. Twice as many people agree that there are more temptations to drink drive in the summer than in the winter".[1]
The campaign will promote anti-drink driving messaging through digital and social media platforms as well as through Out of Home advertising in pubs, clubs and restaurants.
It will also use Facebook and other social media site and text message advertising to get the key messages across to the target audience. These will be timed to go out between between 6-11pm Thursday to Saturday, the key dangerous drinking time of the week.
This is the sixth anti-drink driving campaign run by Pernod Ricard UK and the AA.
Further details on Pernod Ricard's responsible drinking campaigns are available at 'Wise Drinking' brochure: http://pernod-ricard.com/5970/csr/responsible-drinking/wise-drinking
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