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A New Approach to Football Celebrations: Preventing Impaired Driving

In a significant initiative, Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber have teamed up to launch the campaign "Take a Minute. Make a Plan." This campaign aims to foster responsible decision-making among football fans during one of the most celebrated times of the year—the NFL season. Launching during National Impaired Driving Prevention Month, the campaign emphasizes the importance of planning ahead to avoid impaired driving after festive gatherings.

Raising Awareness Through Celebration

American football is a source of immense joy and celebration for millions, with fans dedicating approximately 690 minutes each week to their beloved sport. This campaign encourages fans to take just one minute of that time to devise a safe transportation plan. Stephanie Childs, Executive Vice President of Corporate Relations for Diageo North America, articulated the campaign's essence: the crucial need to take time out—just a minute—before the celebrations escalate. With statistics showing that an average of 37 people die daily in the U.S. due to drunk driving accidents, the mission to spark a change is more timely than ever.

To make an impact, the campaign creatively juxtaposes common football rituals—like painting faces, selecting jerseys, and preparing for BBQs—against the simple act of planning a safe ride home. Through this engaging approach, they hope to prompt fans to realize the potential life-saving benefits of a quick planning session.

Inclusive Campaign Strategy

A comprehensive media strategy supports this campaign, encompassing print, digital, and outdoor advertisements. Integration of messages into NFL game broadcasts ensures that the message reaches a wide audience. Select stadium programming and pre-game activations aim to further immerse audiences in this vital conversation about safety. Furthermore, exclusive incentive codes from Uber will encourage fans to opt for rideshare services after celebratory events, ensuring their safe return home.

NFL’s Senior Vice President of Social Responsibility, Anna Isaacson, reiterated the importance of prioritizing fan safety as they rally to support their teams. This collaborative effort underscores a collective responsibility to not only enjoy the excitement of the season but also safeguard the well-being of fans and the community at large.

A Shared Commitment

Stacey D. Stewart, CEO of MADD, expressed pride in partnering with such influential organizations to promote responsible drinking practices. Each year, impaired driving remains a leading cause of preventable deaths. By leveraging extensive networks, including the recently established MADD Network, these groups aim to amplify their message and reach diverse communities.

Jill Hazelbaker, Senior Vice President for Communications at Uber, also highlighted the essential role Uber plays in reducing alcohol-related traffic fatalities in cities where it operates. She emphasized that the campaign aims to encourage fans to prioritize safety, ensuring they can enjoy the thrill of the game without jeopardizing their lives or those of others.

Engaging Fans in Solutions

Fans are encouraged to visit TakeAMinuteNow.com for resources that help facilitate safe transportation decisions. Whether through rideshare services like Uber, designating a sober driver, or utilizing public transit, the campaign advocates for responsible choices that can significantly diminish the chances of impaired driving incidents. The emphasis is on making safety a part of the game day experience.

In conclusion, as the NFL season unfolds, the collaborative effort from Diageo, MADD, the NFL, and Uber sends a strong message: amidst the excitement and celebrations, don’t forget to pause, plan, and ensure everyone's safety. Together, they strive to foster a culture of responsibility in the never-ending quest to reduce impaired driving and protect lives—one minute at a time.