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An Initiative for Safer Celebrations: "Take a Minute. Make a Plan."

In a timely move during National Impaired Driving Prevention Month, Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies, Inc. have combined forces to initiate the campaign titled "Take a Minute. Make a Plan." This partnership aims to remind football fans about the critical importance of making responsible choices regarding impaired driving, especially during high-society events such as football games.

The campaign aims to spark a conversation among fans who typically dedicate a significant amount of their time—about 690 minutes weekly—to thinking about football. To put it simply, the campaign encourages fans to spend just one of those minutes to plan for a safe ride home, ultimately fostering a culture of responsibility and safety.

Stephanie Childs, Executive Vice President of Corporate Relations at Diageo North America, articulated the underlying message of the campaign by stating, "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." This campaign not only seeks to protect fans during their celebratory moments but also enforces the idea that safety should be a priority.

MADD’s CEO, Stacey D. Stewart, added, "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."

In an intriguing twist, the campaign employs a humorous approach to captivate its audience. Commercials within the campaign depict various game day preparations that fans partake in, such as putting on face paint, choosing jerseys, and assembling perfect tailgate essentials. These scenarios inspire fans to remember how a simple one-minute decision can significantly impact their and others' safety.

The campaign's outreach includes a 360-degree marketing strategy encompassing print media, digital advertisements, and out-of-home promotions. Moreover, there will be broadcast integrations during selected NFL games, and tailgating events will see activations that echo the campaign's themes. Special incentives from Uber further emphasize safe travel initiatives, as the campaign will persist throughout the NFL season, culminating in heightened visibility during the Super Bowl weekend in New Orleans.

Jill Hazelbaker, Chief Marketing Officer of Uber, remarked, "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." By utilizing engaging and actionable messaging, the collaboration aims to reach not only sports fans but also the broader public. The campaign encourages everyone to visit TakeAMinuteNow.com for resources that aid in planning safer options for transportation.

Through this cooperative effort, each entity involved works towards a common goal: to spread awareness and reduce impaired driving incidents. With MADD’s ongoing commitment, Uber’s innovative transportation solutions, and Diageo’s established brands, the campaign targets football fans—inviting them to enjoy the spirit of the game without compromising safety.

For more information about this initiative, fans can explore the campaign by visiting platforms sharing the campaign's ethos, including YouTube and Diageo’s official website, reinforcing the overall message to make responsible and informed decisions this football season.