Coca-Cola today announced details of its award-winning Christmas Road Safety initiative, the ‘Designated Driver’ campaign. This all-island campaign is in its 7th year and aims to reduce the number of alcohol-related accidents on our roads this Christmas by providing free soft drinks to designated drivers throughout the whole month of December.
The Coca-Cola Designated Driver campaign was developed with the support of An Garda Síochana and in 2007, due to the success of the campaign, it was introduced to Northern Ireland, with the support of the Police Service of Northern Ireland and the Dept of the Environment.
Pubs, bars and clubs around the island of Ireland will participate in the scheme which provides designated drivers with free soft drinks from the Coca-Cola product range and a specially designed website will provide consumers with information on participating establishments, so that they can plan their night out. This year a road show was launched by Ultimate Big Brother winner Brian Dowling. The road show features Coca Cola Designated Driver Chauffeurettes who will be taking to the streets to promote the importance of nominating a designated driver.
Erica Roseingrave, Public Affairs & Communications Manager for Coca-Cola HBC Ireland said of the campaign: “As a leading soft drinks supplier, we are delighted to play a role in reducing the problem of drink driving during the festive season. Working in partnership with our customers, we aim to offer consumers a tangible reward for choosing to be the designated driver on a night out.
“We are grateful to An Garda Síochana, drinkaware.ie, the Road Safety Authority, the PSNI, Dept of the Environment and all the publicans who support the Designated Driver campaign - without them this initiative would not be possible. Finally, we would like to thank everyone who makes the responsible decision this Christmas by choosing to be the designated driver.”
Taking part in Coca-Cola Designated Driver this Christmas
John Twomey, Assistant Commissioner for Traffic said: “If you're meeting friends over the Christmas period, make sure that somebody acts as the designated driver for the group. Take it in turns among your friends and make sure that everyone gets home safely after your night out. The Coca-Cola Designated Driver campaign has been running since 2004 and we are delighted to support this important initiative."
He added: "An Garda Síochána is appealing to all road users to take responsibility and to always put safety first. Don't make this Christmas one to remember for all the wrong reasons. Designate a driver and lets all work together to prevent further deaths and serious injuries on our roads over the festive season."
Driving home the serious message behind the campaign, Environment Minister, Edwin Poots explains, “I fully support any initiative that improves road safety. As we plan for Christmas, we have a duty to our own families and friends to ensure we are there to celebrate with them. We also have to ensure other people are able to celebrate with their relatives and friends too. The safest way to do that is to book a taxi or have a designated driver who will not drink alcohol.
“Last year, 21 people were killed and 115 were seriously injured in collisions attributed to alcohol or drugs. All of these families’ lives changed forever the moment the drivers responsible took a drink and decided to drive.
“My message to all drivers is clear: just one drink will impair your driving. It’s your fault if someone dies or is seriously injured because you decided to drink and drive.” More information on the campaign can be found at www.designateddriver.ie or www.designated-driver.co.uk and www.facebook.com/cocacoladesignateddriver
Pictured at the launch of the all-island Coca-Cola Designated Driver campaign was Ultimate Big Brother winner, Brian Dowling with models Georgia Salpa and Nadia Forde.
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For more information, please contact:
Public Affairs and Communications Manager
Coca-Cola HBC Ireland
Phone number: + 353 1 880 7100