Reflecting on the remarkable National Football League (NFL) season that just concluded with an exciting Superbowl 59 in New Orleans, I’m so proud of what Diageo's “Take a Minute. Make a Plan. Never Drive Impaired” campaign accomplished in only our first year. Around this time last year, we announced our partnership with MADD (Mothers Against Drunk Driving) and got to work on tackling impaired driving together.
Since then, we joined forces with the NFL and Uber and launched our effort during December, which is National Impaired Driving Prevention Month. Together, we reached millions of football fans with important messages through video, social, out of home, integrations, discount codes, in-stadium activation and screens, radio, streaming, and more! It truly was a 360 degree effort, culminating with the Super Bowl in New Orleans. There, we activated our Minute Game Show – rewarding fans for making a plan, and testing their NFL knowledge; had billboards/murals across the city in high-visibility areas; an integration on FOX Sports during the pre-game, a full-page ad in the local papers, and even had a spot play on the big screens before kickoff!
Year one of this effort has driven visibility and impact on a critical issue, and there’s still more work to be done. We’ve proven that combining our collective voices, we can reach the right people with the right prompt to take just one minute and make a plan so they don’t drive impaired.
Huge thanks to Edward Pilkington, Sally Grimes, Ana F., Amanda Clark, Rick Pineda, Stacey D. Stewart, MBA, Jill Hazelbaker, Susan Halim, Anna Isaacson, Cheryl Mark and many, many more!