Pernod Ricard and AA resume drink driving campaign

29-Nov-2011 - Last updated on 11-Mar-2017 at 19:45 GMT

Campaign: 'Accept responsibility'

Pernod Ricard UK and the Automobile Association (AA) have launched the third phase of their marketing campaign to encourage drivers to ‘accept responsibility’ when it comes to drinking and driving.

It will address the issue of work colleague drink-driving pressure ahead of the Xmas season which the AA fears could see a resurgence of the drink-driver.

The recent AA Populus Panel survey cited that work colleagues are most likely to be viewed as the group that encourages respondents to drink ‘just one more’ when they are intending to drive (14%).

The campaign launches on 1 December and will run over the Christmas period until the beginning of January 2012. The advertising will be placed out of home; on in-bar advertising, washroom panels and mirror vinyls, and in the AA’s monthly members’ magazine in June and August.

Pernod Ricard UK said: “We are pleased to continue this campaign to encourage drivers to accept responsibility, particularly over the work Christmas party season.

"This third phase of our partnership continues the Pernod Ricard global focus on anti-drink driving initiatives, which was launched in May 2011 at the Pernod Ricard Responsib’ALL Day, where 18,000 Pernod Ricard employees across the world took part in 24 hours of action to kick-start a series of new anti-drink driving initiatives.”

Edmund King, president of the AA said: “By continuing our partnership with Pernod Ricard UK we are aiming to raise awareness of drink driving issues around the Christmas period and how consumers must accept responsibility for their own actions, which includes not inadvertently creating pressure or succumbing to it.”