Drinking and Driving: This is how Diageo plans to raise awareness

Vehicles that refuse to start unless the driver passes an alcohol breathalyzer test are closer than previously believed, with cars that check for intoxication tipped to hit the market within the next decade. Until then, it’s all up to us, the government, and brands to raise awareness on the dangers of drinking and driving.

One such brand is Diageo South Africa which owns several spirits brands including Johnnie Walker, Tanqueray, Ciroc, Smirnoff and Captain Morgan. Through the Wrong Side of the Road initiative, developed in partnership with United Nations Institute for Training and Research (UNITAR), Diageo aims to reduce drinking and driving.

Corporate Relations Director at Diageo SA, Sibani Mngadi said the company is deliberately taking the Wrong Side of the Road campaign to trendy alcohol outlets like Konka with an insight that the message will not only land well with the type of consumers at these outlets but will vibrate wider through social media platforms.

“This initiative is a part of Diageo’s global effort to change the attitudes towards drinking and driving amongst at least five million people by 2030. As a global leading beverage alcohol company, it is our responsibility to create and implement prevention tools to help save lives working together with partners including liquor outlets,” said Mngadi.

The Wrong Side of the Road can be accessed at https://drinkdriving.drinkiq.com/ where former Kaizer Chiefs star, Junior Khanye, who is no stranger to finding himself on the Wrong Side of the Road, leads the platform with a series of videos that tells of his incident of drinking and driving. Khanye seemed destined to graduate to stardom but his promising career at one of the biggest teams in the country was side-tracked by off field distractions.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.