Progressive employer Diageo strives to make a difference via #JoinThePact campaign as 20 million people promise never to drink and drive


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Diageos Kate Gibson: No drink & drive pledges via #JoinThePact

Diageo's Kate Gibson: No drink & drive pledges via #JoinThePact

Prime employer for women, Diageo, has secured over 20 million pledges from adults around the world promising they will not drink and drive. 

Diageo started the #JoinThePact campaign in 2008 as part of its efforts to tackle drink driving, and Director of Diageo in Society Kate Gibson has voiced her delight at the campaign's success to date. 

“I am delighted by the progress our #JoinThePact initiative has made to date and our ambitious target to collect 50 million pledges never to drink and drive shows our tireless determination to make progress on reducing drinking and driving. We believe that a single death caused by drinking and driving is one too many and each one can be prevented," Kate commented.

Kate Gibson Diageo Society

A range of activity to support and promote the cause

Diageo has taken on a whole host of activity worldwide as part of the campaign to tackle alcohol misuse. This activity includes:

  • former racing driver Mika Häkkinen visiting the Johnnie Walker flagship retail store in Madrid to raise awareness around the risks associated with drink driving
  • over 70,000 commitments to never drink and drive made during the German Grand Prix 
  • the successful launch of #JoinThePact in Thailand with more than 25,000 pledges made in the first four months of the initiative going live
  • the inaugural launch of #JoinThePact at the 150th Galway Races in Ireland

United Nations Institute for Training and Research

Diageo also supports the implementation of a number of programmes led by the United Nations Institute for Training and Research (UNITAR).

Since 2016, Diageo has partnered with the UNITAR to build institutional and individual capacity to reduce traffic death and injuries and improve road safety. In 2018 this partnership was extended to include the implementation of a global High Visibility Enforcement (HVE) programme, which would be rolled out over two years in five countries.

The HVE campaign has now been rolled out in the Dominican Republic, where 25 police officers from the National Safety Agency for Transit and Transport participated in a three-day workshop for law enforcement officers. UNITAR and Diageo also collaborated with the Government of Brasilia, to host a Road Safety International conference. This activity resulted in a Memorandum of Understanding being signed with the aim of tackling drinking and driving in Brazil.

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