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Anti-drink drive initiative launches from Diageo and UNITAR with support from DfT

A new anti-drink driving learning experience is launching in the UK and various global markets to help people understand the consequences of drink driving.

The ‘Wrong Side of the Road’ interactive experience allows people to have a conversation with a real drink-driver to help them understand the effects of alcohol, and the shame and stigma that comes with drink-driving.

The new initiative has been launched by drinks maker Diageo ahead of UN Global Road Safety Week. Recently published provisional government statistics for the UK revealed drink-drive fatalities have reached their highest level in a decade, while globally 5-35% of all road deaths are believed to be alcohol-related.

The new Diageo experience, developed together with the United Nations Institute for Training and Research (UNITAR), presents a series of real-life scenarios with three, pre-recorded drink-drivers in the format of a video call, including drink-driving after a party, and the morning after consuming alcohol. The resource invites the participant to ask questions such as “Did you feel pressure to drive?”, “What was going through your head?” and “How did your family react?”. At the end of the module, participants are shown a summary of learnings and directed towards other online resources that can offer additional advice and support.

“It is never acceptable to drink and drive,” said Dayalan Nayager, managing director GB, Diageo. “This is a real opportunity for drivers to learn about the consequences of drinking alcohol and getting behind the wheel. We’re confident the participants will connect with the real-life case studies and their compelling stories. Every single accident caused by drink driving is preventable.”

The initiative has been welcomed by Transport Minister Baroness Vere, who said: “Drink driving is illegal, puts lives at risk, and there are tough penalties and rigorous enforcement in place for those who choose to do it. This Government has made a commitment to continue working tirelessly to reduce the number of incidents of drink driving on our roads, and our award-winning THINK! campaign continues to challenge social norms and attitudes towards drink driving, particularly among younger drivers. I am pleased to see Diageo engage with young drivers on this crucial issue as we continue our work to prevent future tragedies.”

Launching in Great Britain in May 2021, the experience will roll out to North America, Kenya, South Africa and India over the next 12 months, with users in each market able to select from a series of real drink-driver case studies based in their own country or region.

To access the ‘Wrong side of the road’ learning experience, click here.

For more of the latest industry news, click here.

Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. Natalie edits all the Fleet World websites and newsletters, and loves to hear about any latest industry news.

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