F1 Champ Meets Award-Winning Scottish Road Safety Campaign Team
Thursday, 19th February 2009
During a visit to Scotland, Formula 1 World Champion, Lewis Hamilton, passed on his best wishes to representatives of an innovative winter road safety campaign run by three Scottish police forces and backed by drinks business, Diageo, who partner Lewis's Vodafone McLaren Mercedes team.
The international sporting star briefly met members of the partnership behind the successful "Winter Safe Journey" campaign run by Central Scotland Police, Grampian Police and Northern Constabulary. Responsible drinking is at the heart of the Johnnie Walker sponsorship of the Vodafone McLaren Mercedes team.
The Winter Safe Journey campaign, which ran from November until February, saw a 14% decrease in the number of drivers found to be over the legal alcohol limit compared with the same period last year. The initiative included a three-month radio campaign aired on MFR (Moray Firth Radio), Northsound and Central FM, featuring the voice of Taggart star, Alex Norton, who plays DCI Matt Burke.
During the festive season the campaign, also backed by the Automobile Association, urged people not to drink and drive and reminded them to designate a driver and ensure taxis are booked in good time.
Diageo has supported the campaign with Central Scotland Police and Central FM for three years and the road safety achievements of the partnership were recognised recently when the campaign was awarded the Prince Michael International Road Safety Award. The past year has seen the campaign extended to the Grampian and Northern Police Force areas with a potential reach of over one million Scots.
Lorraine Martin, Diageo Scotland's Corporate Social Responsibility Manager, said: "We are very pleased the Winter Safe Journey campaign has proved so successful this year with a substantial decrease in drivers found to be over the legal alcohol limit. A team representing the partnership was also delighted to have the opportunity to meet with Lewis Hamilton who plays such an important role in communicating Johnnie Walker's Never Drink and Drive campaign."
Diageo, which employs around 4500 people at 50 sites in Scotland, supports a number of key responsible drinking campaigns throughout Scotland, including 'Boozebusters' in Fife and the Community Safety Unit in Morayshire.
