The company has also announced a tenfold increase in its next target, aiming to secure 50m pledges by 2025.
More than 7m adults across the world have now signed the declaration never to drink and drive, which is supported by Johnnie Walker’s sponsorship of Formula 1 partnerships and fronted by former and current F1 drivers including Mika Häkkinen, Stoffel Vandoorne and Fernando Alonso.
Carolyn Panzer, director of alcohol in society at Diageo, commented: “Our ambitious new target of collecting 50m pledges never to drink and drive through #JoinThePact 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.”
The campaign is currently active in more than 40 countries across five continents. From the heights of Nepal to the streets of Sao Paulo, #JoinThePact has travelled the world raising awareness among consumers and encouraging millions to make a commitment never to drink and drive.
Over the Christmas period, Diageo GB is partnering with Ei Group to encourage customers to make a pledge to never drink and drive and provide safe rides home over the festive period.
Tackling drink driving
Charles Ireland, general manager, Diageo Great Britain, Ireland and France, said: “This is a busy time of year for our business and for the pubs that we work with across the country – however responsibility remains our number one priority.
"Our partnership with Ei Group will ensure the message to never drink and drive is seen by people as they are celebrating, and potentially deciding how to get home. We’re proud of our track record in tackling drink-driving in the UK and around the world, but we are not complacent and are determined to do more.”
Ei Group commercial director Paul Harbottle added: “We are dedicated to taking care of customers through responsible retailing and playing a positive role in the many communities where our publicans operate.
"Giving people a positive action they can take, like making a pledge never to drink and drive through #JoinThePact in return for a safe ride home, is a great way to engage people on an important issue like drink driving at this time of year. We’re delighted to be partnering with Diageo to share this important message.”
Diageo has a long history of working to reduce alcohol-related fatalities and crashes and supports numerous drink drive prevention programmes around the world. These range from supporting high visibility enforcement through random breath tests to funding safe rides and free public transportation, and supporting laws to establish maximum blood alcohol concentration levels in countries where none exist.