Leading local soft drinks supplier, Coca-Cola HBC Northern Ireland, recently launched its Christmas ‘Designated Driver’ campaign at Stormont Parliament Buildings in Belfast.
Developed in association with the Department of the Environment (Northern Ireland) and the Police Service of Northern Ireland (PSNI) the road safety campaign hopes to reduce instances of drink driving this Christmas by rewarding local drivers with up to three free soft drinks from the Coca-Cola product portfolio.
Following its unparalled success in 2007 and 2008 this year’s Designated Driver Programme will operate in over 200 licensed outlets and will feature a special “Cool to Drive” roadshow.
The high profile roadshow is taking place in selected Designated Driver outlets across the province and will offer local drivers the chance to take part in an interactive racing game and the chance to win vouchers from some of Northern Ireland’s leading retailers.
Speaking of the campaign, Environment Minister, Edwin Poots said: “I welcome and support any initiative that improves road safety. With Christmas approaching, we have a duty not only 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 abstain from alcohol.
“Last year, 18 people were killed and 121 were seriously injured in collisions attributed to alcohol or drugs. All of these families’ lives changed forever the moment those drivers responsible took a drink and decided to drive home.
“My message today, to all drivers is clear: just one drink will impair your driving. It’s your choice, your responsibility and your fault if someone dies or is seriously injured because you decided to drink and drive.”
Assistant Chief Constable Duncan McCausland added: “Our message is simple; just one drink can kill. Never, ever drink and drive.
“We do not want to be knocking on doors at any time of the year, but especially over Christmas and the New Year, to tell families that a loved one has been killed on the roads.”
In 2007 the Designated Driver campaign saw Coca-Cola HBC Northern Ireland recognised as the most responsible company in the UK by the Chartered Institute of PR and since then it has gone from strength to strength.
Hoping to continue to build on Designated Driver’s success this Christmas, Kylie Dunlop, Licensed Trade Marketing Manger for Coca-Cola HBC Northern Ireland said “This year we want to build on the success of the Designated Driver campagin and make it even better than every. We’re delighted to be able to introduce the dynamic roadshow events aimed at celebrating designated drivers across the province.
“The events have been designed to enhance the ‘going out’ experience for designated drivers and will hopefully bring to life the campaign’s key message of enjoying Christmas safely and responsibly.
“Once again we are indebted to DOE, PSNI and all the publicans across the province that have offered their support to the Designated Driver campaign – without them this initiative would not be possible.”
For further details on all participating outlets and campaign information please visit www.designated-driver.co.uk.