Diageo North America Launched the #JOINTHEPACT Social Campaign
Daniel Johnson — December 12, 2019 — Social Good
References: diageo & prnewswire
Diageo North America launched a new social media campaign in order to curb instances of impaired driving during the holiday season. The campaign is titled #JOINTHEPACT and it is looking to collect a total of 50 million pledges to not drink and drive.
Diageo North America created a video to run alongside the social media campaign. The video highlights the theme of freedom and it depicts people living their lives during the holiday season. Following that, the video displays a statistic stating that one in three drunk driving fatalities occur during the holiday season. The video could be an informative piece of content deterring people from impaired driving, and encouraging individuals to take the #JOINTHEPACT pledge.
Caroline Rhode, the VP of Corporate Relations for Diageo North America, spoke on the rationale behind the campaign, "Although drunk driving is at a historic low in the United States, the reality is that one in three drunk driving fatalities happen during the holidays, and we believe that a single accident caused by drunk driving is one too many and can be prevented."
Image Credit: Diageo North America
Diageo North America created a video to run alongside the social media campaign. The video highlights the theme of freedom and it depicts people living their lives during the holiday season. Following that, the video displays a statistic stating that one in three drunk driving fatalities occur during the holiday season. The video could be an informative piece of content deterring people from impaired driving, and encouraging individuals to take the #JOINTHEPACT pledge.
Caroline Rhode, the VP of Corporate Relations for Diageo North America, spoke on the rationale behind the campaign, "Although drunk driving is at a historic low in the United States, the reality is that one in three drunk driving fatalities happen during the holidays, and we believe that a single accident caused by drunk driving is one too many and can be prevented."
Image Credit: Diageo North America
Trend Themes
1. Social Media Campaigns - The #JOINTHEPACT campaign shows that social media is an effective tool for raising awareness and driving action on important issues.
2. Impaired-driving Prevention Technology - There is a growing need for technology that can help prevent impaired driving and reduce the number of accidents caused by it.
3. Corporate Social Responsibility Initiatives - Brands are increasingly expected to take a stand on social issues and contribute positively to communities and causes they care about.
Industry Implications
1. Alcohol Beverage - The alcohol industry has a responsibility to promote safe drinking habits and should invest in technology that can help prevent drunk driving.
2. Automotive - Automotive companies can partner with technology firms and alcohol beverage brands to integrate impaired-driving prevention technology into vehicles.
3. Social Media - Social media companies can partner with brands and organizations to promote awareness of social issues and encourage positive action among their users.
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