Diageo Great Britain Limited

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A5. Support for Drinkaware

Committed since:

1 January, 2013

Delivery plan:

Submitted: 19 December, 2011

We have re-signed the memorandum of understanding and we will continue our core funding of the Drinkaware trust and the 'Why let the good times go bad?'campaign. We will amplify our in kind support for 'Why let the good times go bad?' across various communication vehicles (e.g. on pack and advertising and marketing materials) within and outside the core campaign period.A key component of this commitment is our three year sponsorship of Transport for London's free New Year's Eve travel programme, starting in December 2011, where we will develop a campaign in keeping with Drinkaware's 'Why let the good times go bad?' campaign to be displayed in 178 tube stations, tube carriages and 1200 bus shelters all over London.As part of the sponsorship, in 2011 we also receive campaign exposure for four weeks in the Metro newspaper as well as an online consumer responsible drinking competition run by the Metro. We will also be handing out bottles of water, with responsible drinking tips, to thousands of commuters in London underground stations as they venture on nights out over Christmas.We have also financially supported specific Drinkaware initiatives such as intuition alcohol awareness programme for school students and Drinkaware organised and sponsored 'NUS Club Nights'

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