DIAGEO REPRESENTS IRELAND IN EUROPEAN BUSINESS AWARDS

As the christmas drink driving campaign gets under way are businesses taking their responsibilities seriously? Niamh MacSweeney reports.

The National Security Council estimate that 250 drivers a week are likely to be arrested for drink driving in the run up to Christmas. So is the corporate sector taking responsibility for peoples drinking habits?

One company is obviously taking their responsibility seriously and are now being recognised for their social responsibility by being short-listed for the European Business Awards. Diageo, the Dublin-based drinks company was selected to compete in the AXA Award for Corporate Sustainability.

According to Claire Dorland-Clauzel, Senior Executive for the AXA Group, “AXA has decided to sponsor this new award in order to reinforce its implication as a responsible corporation by highlighting corporate social responsibility and best practices regarding risk prevention.”

Diageo will now prepare to make a presentation before a further panel of experts, judges, including senior executives, strategic advisory panellists, academics and business specialists, throughout November and December 2006.

The European Business Awards is a programme, which celebrates the most successful European businesses of any size and from any sector. Entrants will be judged on the basis of three underlying principles of success, innovation and business ethics, ensuring that young innovative businesses will compete alongside giant corporations with equal chances to lift the award.

A Reputation Of Responsiblity

Diageo Ireland is determined to see its products enjoyed in a responsible manner. They are aware of the concern that exists about excessive alcohol consumption and are determined to play their part in addressing this serious issue.

Raising Awareness

The key objective of the ‘Don’t See A Great Night Wasted’ campaign is to raise awareness among the target age group (18-29) of the social and personal consequences of irresponsible drinking and to promote the responsible drinking message. At the outset of the process qualitative research on people’s motivations and attitudes towards alcohol and responsible drinking informed the key theme of the campaign. The campaign is regularly reviewed and independent research conducted to ensure that the key targets are achieved.

Encouraging Behavioural Change

Through a sustained campaign, Diageo hope to encourge a change in attitude and behaviour towards alcohol, and in particular towards excessive alcohol consumption. There have been three distinct phases of the ‘Don’t See A Great Night Wasted’ campaign since it began in Autumn 2003. Since the campaign began Diageo Ireland has invested in excess of €5 million on this campaign. Diageo in Spain and England has also used the campaign. Independent research commissioned by Diageo Ireland reveals that 76% of those who saw the TV ad would be more likely to drink responsibly as a result.

FACTS ABOUT THE CAMPAIGN

The ‘don’t see a great night Wasted’ campaign is Ireland’s first dedicated responsible drinking campaign. The main objectives of the campaign are to: Raise awareness among the target age group about sensible drinking Encourage a change in behaviour towards alcohol through a sustained and effective campaign Enhance Diageo Ireland’s reputation as a responsible corporate citizen, which recognises the harmful effects of excessive alcohol consumption by investing financial and intellectual resources to address the issue in a way that is relevant and effective CAMPAIGN RESULTS The theme of the campaign is that excessive alcohol consumption and its effects ruin potentially great nights out. The first phase of the campaign began in November 2003 and saw the ‘Don’t See A Great Night Wasted’ theme communicated across a range of media. New phases of the campaign have been launched and independent research conducted among consumer’s reveals a positive change in attitudes and behaviour following exposure to the campaign. 92% of respondents agreed that the adverts get the message across well 89% believed that the points made in the adverts were important 83% agreed they are the kind of adverts that make you think