Mothers Against Drunk Driving (MADD) and Diageo North America Kick Off Partnership to Tackle Impaired Driving in the U.S. - Seite 2

“We are proud to join forces with MADD on the shared commitment to address impaired driving, and extremely honored to become the inaugural member of the MADD Network,” said Stephanie Childs, Executive Vice President, Corporate Relations, at Diageo North America. “With our combined expertise, networks and educational resources to address alcohol-related harm, together we are stronger to raise awareness and help save lives.”

Diageo has a record of implementing and supporting multi-agency drunk driving programs that address education and enforcement all over the world. In the U.S., the company has supported initiatives aimed at reducing traffic deaths and improving road safety through a range of interventions, including partnerships with the private sector, local authorities, law enforcement, and other agencies that support the enforcement of impaired driving laws. Some of these efforts include:

• Launching the ‘Wrong Side of the Road,’ an interactive experience aimed at educating people on the consequences of impaired driving.
• Providing educational resources available through its DRINKiQ platform, which provides information (in English and Spanish) about alcohol and its effects, empowering people to make responsible choices.
• Funding safe rides, designated drivers and free transportation to provide consumers with safe alternatives.
• Supporting the enforcement of drunk driving highly visible laws where they exist and the establishment of effective laws where they don’t.
• Diageo brands, dedicating advertising and activations toward promoting moderation and responsible drinking.

One of Diageo’s most recent initiatives, in 2022, was the creation of the Multicultural Consortium for Responsible Drinking (MCRD) in partnership with influential members of the Black, Latino and Native American communities to address alcohol-related harm. In the U.S., research has shown that alcohol consumption affects ethnic communities differently and through this hyperlocal community-focused effort, Diageo has provided educational resources to over 1.6 million people. MADD is proud to join the MCRD and looks forward to working with other members in our shared mission and vision.