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Monday, October 3, 2011

CODE FRIDAY: Be In Control. If You Drink, Don't Drive

Last Friday I went to Neverland for the launch of Pernod Ricard Malaysia long-term "responsible drinking" campaign thanks to Jerine and Rebecca. Neverland was chosen to be the venue even before it's officially opened is because to make the term "never drink and drive" more meaningful.

Snippets from the press release:

"Pernod Ricard Malaysia today launched its corporate social responsibility (CSR) programme, ‘Be In Control. If You Drink, Don’t Drive’, in a move to encourage consumers to adopt a more responsible drinking habit by making them aware of the risks associated with inappropriate drinking, particularly, driving while under influence. The said CSR programme, launched as part of Pernod Ricard’s global Responsible Drinking campaign, seeks to encourage consumers to take the pledge to stay in control and to not drive under the influence.

Managing Director of Pernod Ricard Malaysia, CK Tan said, “Before embarking on a consumer campaign, we went to ground to gain insights into the psyche of our consumers. We found that often we tend to down play the abuse of alcohol such that it affects our ability to act responsibly, more so when it comes to driving under the influence.”

“’Be In Control. If You Drink, Don’t Drive’ campaign aims to instill the realisation of the risk and danger associated with inappropriate drinking. To this end, Pernod Ricard Malaysia is calling out to all consumers to take the pledge to drink responsibly; enjoy the conviviality that our products bring, but at the same time always stay in control and if you drink, don’t drive”, Tan continued."

We were all given the "Be In Control, If You Drink, Don't Drive" glass to sign our name as a way for pledging our promise. After signing our name, we will put the signed glass in the special cabinet on the stage. The background of the the cabinet is a large Quick Response Code (QR Code) that will point your mobile to where you sign in your pledge.

After giving a speech of why Pernod Ricard Malaysia is doing this long-term campaign, Mr. CK Tan the MD of Pernod Ricard Malaysia put his signed glass into the QR Code cabinet. Also, in his speech, he recommended to those that likes to party and drink. Take the taxi instead of driving if you had one too many. My personal tip is ask a friend that is no drinking to go with you, if not then take public transport if available. I am sure that those clubbing area are filled with taxis.

He then sign the first pledge in

We were then shown a short musical that's based on a true story. You can watch the "Wish You Were Here Stories" here.

I've signed my pledge too. I am no. 50th to sign. Put in your pledge too here.

CODE FRIDAY is an ongoing campaign. "A series of on-ground activation of this campaign branded as Code Friday will be rolled out every Friday over the next few months to engage with consumers, given that Fridays is when drinking and conviviality is at peak. “This on-ground activation will see our Brand Ambassadors engaging with our consumers to encourage each one to take the pledge to ‘Be In Control. If You Drink, Don’t Drive’. We will activate this programme at all partner outlets, beginning with those that have pledged in support of our campaign,” Tan added."

So if you are partying at one of the partner venue, you might see their Be In Control ambassador to ask you to sign in your pledge.

We were also given "Be In Control" T-shirt that we can customized to add in our name on the T-Shirt.

The negative consequences of drunk driving is very serious. Loss of life, family grievances and might end up in prison. So, if you drink, don't drive.

You don't want to end up in prison just because you drink and drive, right?

We've all pledged to Be In Control. Have you?


Dave Velasco said...

Everyone who drinks and who plans to drink alcoholic drinks should also take in control of everything they will. The event you made was a good heads up for everyone. Thanks.Alcohol retailing