NFL, Diageo, MADD, Uber Join Campaign To Raise Awareness Of Drunk Driving

By Barry Janoff

December 2, 2024: In the midst of the NFL season and holiday merriment, the NFL, Diageo North America, Mothers Against Drunk Driving and Uber have joined for a multi-media causse marketing campaign, “Take a Minute. Make a Plan."

The effort, which shows NFL fans in lighthearted pre-game rituals, targets the serious issue of drunk driving, with the theme, “It only takes a minute to make a plan. Take a minute. Make a plan. Never drive impaired.”

According to MADD, "Every day, about 37 people in the U.S. die in drunk-driving crashes — one person every 39 minutes."

According to the NFL, “The average fan spends 690 minutes per week thinking about football.

“This campaign encourages fans to prioritize taking just one of those 690 minutes to make a plan to never drive impaired and aims to foster a culture of responsibility, especially during high-excitement moments like football games where socializing is part of the experience.”

"As we celebrate the excitement of the NFL season, it's critical to remember that the safety of our fans and communities comes first," Anna Isaacson, NFL svp-social responsibility, said via the league.

“We're proud to reinforce our commitment to responsible celebrations by partnering with Diageo, MADD and Uber on this impactful campaign, encouraging fans to take a minute to plan ahead and never drive impaired."

The 360-degree campaign includes broadcast during NFL games, print, digital, out-of-home, in-stadium programming including tailgate activations at select games, and targeted Uber messaging with exclusive incentive codes.

The campaign will run throughout the remainder of the NFL season, inclusive of visibility in New Orleans during Super Bowl LIX weekend this February,

"In sports, a one-minute time out to talk strategy can change everything,” Stephanie Childs, Diageo North America evp-corporate relations, said via the company. “With this powerful insight, we created a campaign to inspire people to take one minute to plan ahead, celebrate responsibly, and never drive impaired.

"Through our partnerships with MADD, the NFL and Uber, we are proud to collaborate on this important effort to prevent impaired driving. Together, we can reach more people and save lives."

The campaign includes several overarching spots that feature specific NFL teams to convey its message.

“Face Paint“ has a Minnesota Vikings version and a Green Bay Packers version.

Both show fans getting ready to attend games. The message: "It takes 25 minutes for a grown man to decorate his face. It only takes a minute to make a plan. Take a minute. Make a plan. Never drive impaired.”

In each, they include as part of their regimen calling ahead for a designated driver.

In “Meat: Miami Dolphins” and “Meat: New York Giants,” three guys in a deli are getting supplies for a tail gate party. A voiceover offers, “It can take up to ten minutes to decide how much meat is enough meat. It only takes a minute to make a plan. Take a minute. Make a plan. Never drive impaired.” In each, they plan for a designated driver.

A “Fantasy Football” theme spot relates, “It takes a full week to set your fantasy lineup for Sunday. It only takes a minute to make a plan. Take a minute. Make a plan. Never drive impaired.”

"We know that Uber has helped to reduce drunk driving traffic fatalities in the cities we serve, and we're proud to provide an easy alternative to drinking and driving,” Jill Hazelbaker, Uber CMO and svp-communications and public policy, said via the company.

“We hope this campaign encourages football fans to take a minute and make a plan to arrange a safe ride."

Earlier this year MADD created The MADD Network, an initiative that "unites diverse supporters of MADD who share a commitment to eliminating impaired driving for good.”

In addition, the MADD Sports program brings together athletes, teams, and universities to amplify MADD's mission to end impaired driving and promote safer choices in sports communities and their fans.  

“We are honored to team up with Diageo, Uber, and the NFL in the 'Take a Minute. Make a Plan.' campaign," MADD CEO Stacey Stewart said via the organization. "Together, we are committed to promoting responsible drinking and ensuring that everyone gets home safely.

“Every day, about 37 people in the U.S. die in drunk-driving crashes — that's one person every 39 minutes. As football fans gather to celebrate their favorite teams, we urge them to plan ahead and use safe transportation options."

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