Diageo and Unitar launch drink-driving learning experience

Ahead of UN Global Road Safety Week, drinks supplier Diageo has launched an anti-drink-driving learning experience to support the company’s global ambition to change the attitudes of five million people by 2030.

With recent figures estimating there has been the highest number of casualties from UK drink-driving in a decade, ‘Wrong Side of the Road’ is an interactive experience that allows people to have a conversation with a real drink-driver, to help understand the effects of alcohol and the consequences of drink-driving.

“It is never acceptable to drink and drive,” said Dayalan Nayager, managing director GB at Diageo. “This is a real opportunity for drivers to learn about the consequences of drinking alcohol and getting behind the wheel. We’re confident the participants will connect with the real-life case studies and their compelling stories. Every single accident caused by drink-driving is preventable.”

UK government transport minister Baroness Vere said: “Drink-driving is illegal, puts lives at risk, and there are tough penalties and rigorous enforcement in place for those who choose to do it. This government has made a commitment to continue working tirelessly to reduce the number of incidents of drink driving on our roads, and our award-winning THINK! campaign continues to challenge social norms and attitudes towards drink driving, particularly among younger drivers.

"I am pleased to see Diageo engage with young drivers on this crucial issue as we continue our work to prevent future tragedies.”

The experience, developed with the United Nations Institute for Training and Research (UNITAR), presents a series of scenarios with three pre-recorded drink-drivers, including drink-driving after a party and the morning after consuming alcohol.

As each story unfolds, participants ask questions such as “Did you feel pressure to drive?”, “What was going through your head?” and “How did your family react?”. At the end of the module, participants are shown a summary of learnings and directed towards other online resources that can offer additional advice and support.

Estrella Merlos, global head of Unitar’s Road Safety Training Initiative, said: “We’re delighted to be continuing our work with Diageo to bring this innovative new tool to young people across the world. We strive to work with partners to reduce road traffic deaths and shape a better future, and we are positive that this tool will go some way towards contributing to this major objective and the UN’s Second Decade of Action for Road Safety targets.”

Launching in Great Britain in May 2021, the experience will be rolled out to North America, Kenya, South Africa and India over the next 12 months, with users in each market able to select from a series of real drink-driver case studies based in their own country or region.

You can access the drink-driving experience here.