Auto Culture

Diageo’s Join The Pact Campaign Clears 20 Million Pledges With F1’s Partnership


Global spirits giant Diageo – via Formula One sponsor, Johnnie Walker – began their anti-drunk driving “Join the Pact” campaign in 2008 and have now successfully garnered more than 20 million consumer pledges after August numbers were released. Diageo’s target is 50 million pledges by 2025.

Former two-time F1 world champion Mika Häkkinen is one of the proponents of the campaign, which aims to reduce the estimated 5%-35% of all road deaths that are related to alcohol globally [source: World Health Organization 2018 Global Status Report on Road Safety].

In July, the Join the Pact campaign collected an additional 70,000 pledges during the German Grand Prix at Hockenheim.

Häkkinen – the 1997 and 1998 F1 world champion who has 20 wins and 51 podium finishes to his name – says: “It is fantastic to see the support for the Join the Pact Never Drink and Drive campaign. As an ambassador for the campaign, I’m delighted that over 20 million people from around the world have made a commitment to never drink and drive. I look forward to continuing the hard work and raising awareness of this important message.”

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