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Diageo and Partners Introduce "Take a Minute. Make a Plan." Campaign

In a unique and impactful move aimed at combating impaired driving, premium beverage company Diageo North America has teamed up with prominent organizations including Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies. Officially launched during National Impaired Driving Prevention Month, the campaign titled "Take a Minute. Make a Plan." emphasizes the importance of responsible decision-making among football enthusiasts during the high-excitement moments of game day.

The Importance of Planning

The campaign is structured around a compelling insight - amidst the significant time football fans invest in planning and enjoying the game, it's crucial to dedicate just one minute to strategize safe transport options. Fans are reminded that with the average individual dedicating approximately 690 minutes a week to thinking about football, taking a small fraction of that time to prioritize safety can profoundly impact their celebratory experience.

According to Stephanie Childs, Diageo North America's Executive Vice President of Corporate Relations, "In sports, a one-minute time out to talk strategy can change everything." This reflects the campaign's goal of inspiring individuals to plan ahead for safe journeys, celebrating responsibility while enjoying the thrill of the game.

A Collaborative Effort

The partnership is not just about promoting safe transportation; it also highlights collective social responsibility. Anna Isaacson, NFL's Senior Vice President of Social Responsibility, underscores that while the NFL season ignites excitement, the primary focus should remain on the safety of fans and communities. The collaborative effort of Diageo, MADD, the NFL, and Uber pushes for a proactive approach to ensure fans make responsible choices during celebrations.

Creative Campaign Messaging

The campaign adopts a lighthearted yet potent creative approach, showcasing diverse scenes of devoted fans as they prepare for game day. From applying face paint to picking the perfect jersey, viewers are encouraged to consider how a fleeting moment dedicated to planning can safeguard their well-being. This message is interspersed within a 360-degree marketing strategy incorporating print, digital, and out-of-home (OOH) content, along with broadcast placements during select NFL games.

To make it even more impactful, the campaign includes initiatives like in-stadium programming and targeted Uber promotions, providing fans with exclusive codes for ridesharing services, ensuring safe transportation becomes an integral part of the game day experience.

Emphasizing the Need for Action

MADD's CEO, Stacey D. Stewart, passionately shared, “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, and as football fans gather to celebrate their favorite teams, we urge them to plan ahead.” This acknowledgment of the consequences of negligent driving serves as a heartfelt reminder for the campaign's necessity.

Uber's Jill Hazelbaker also articulated the company’s commitment to reducing drunk driving incidents, asserting that the Uber platform provides a straightforward alternative for fans, emphasizing, "We hope this campaign encourages football fans to take a minute and make a plan to arrange a safe ride."

Accessing Resources for Safe Choices

Through this major initiative, stakeholders are committed to high-visibility tactics that facilitate engagement and awareness among fans and the general public. Resources available at www.TakeAMinuteNow.com provide vital information on safe transportation options, whether using Uber, designating a sober driver, or opting for public transport.

This campaign effectively reinforces Diageo's dedication to promoting responsible drinking, allowing football celebrations to end on a safe note. As the NFL season continues, fans across the country are continually reminded of the significance of planning for their safety while enjoying every thrilling moment of the games.

Conclusion

With an emphatic focus on responsibility, the collaboration among Diageo, MADD, the NFL, and Uber stands as a powerful testament to the collective effort to uphold safety among all football fans. As each game day unfolds, the lasting message remains clear: take a minute, make the plan, and always prioritize safety above all else.