Diageo, a leading producer of premium spirit and beer brands, has recently launched a drink driving campaign in Vietnam with the tag line ‘Be Smart Don t Drink and Drive’.
The campaign was conducted in partnership with the FIA Automobile Association Vietnam (AA Vietnam), the University of Transport and Communications (UTC), and the Central College of Transport, and it aims to educate people on the dangers of drink-driving. Following the event, various partners have disseminated the campaign message to thousands of students and drivers across various media channels.
Vietnam is home to more than 4 million cars and 64 million motorbikes, and according to a report from the Vietnam National Traffic Safety Committee, there were 11,323 cases of road accidents, causing 6,265 deaths and 7,777 injuries in 2023 alone.
Diageo’s CSR campaign includes a new digital experience to educate and shift perceptions of driving in a more interactive way with a series of quick-fire ‘mini-games’. Users can play the ‘Sober vs Drink Driving’ game on their mobile devices and learn about the critical differences between driving under the influence of alcohol and driving sober. Each participant plays against themselves after a few drinks, demonstrating slower reactions and other impairments due to alcohol. They will also share the game with their acquaintances.
Participants received statistics about road accidents, the impacts of alcohol on driving performance, risks and legal consequences, and are reminded of their personal and social responsibility towards drink-driving.
Nguyen Anh Thi, General Director of Diageo Vietnam said, “Diageo is committed to promoting a culture of responsible drinking through new and innovative programmes. This campaign represents a commitment to the wellbeing of the community and to keeping Vietnamese roads safe for all, and our immersive approach ensures that these drivers become staunch advocates of road safety.”
This campaign was launched as part of Diageo’s strategy on, ‘Society 2030: Spirit of Progress’, which outlines the company’ 10-year environmental, social and governance initiatives, and includes an ambition to educate 1 billion people about the importance of moderate drinking by 2030.
