Responsible Business, Better Future
Mobile Menu

Hellenic Network for CSR (Diageo) - City Walkers Campaign

Added on 22-03-2013

Company

Diageo

Network

Hellenic Network for CSR

Year

2010

Business challenge

The organisation recognise that the alcohol industry is challenged to take responsibility for creating awareness on the risks of alcohol to consumers, as the industry is currently under scrutiny from health advocates and media to do more to tackle issues related to alcohol misuse. The company faced the following challenges:

  • Despite the declared preoccupation regarding Drinking & Driving, consumers do not change their attitude and behaviours easily..
  • The alcohol industry is under scrutiny from the media and health advocates to do more to tackle the issue.
  • Trade is mostly negative towards R&D initiatives, due to the perception of contradictory benefits.

Description

The organisation responded to this challenge through ‘The City Walkers’ campaign, an engaging responsible drinking campaign with the following objectives:

  • Contribute to change consumer attitudes to drinking & driving.
  • Protect and expand positive perception of alcohol.
  • Build awareness and engage bartenders/owners to promote Responsible drinking.
  • Gain recognition of the company’s leading role in promoting responsible alcohol consumption.

The aim was to generate positive coverage, and helping in building Diageo’s positive profile amongst key stakeholders such as consumers, trade, stakeholders and media. The campaign was aligned with Diageo’s long-term, consistent and efficient contribution to responsible drinking, which forms an integral part of the business strategy.

The City Walkers Campaign was launched to reach out to young Athenians through the following strategy:

  • Leverage research about Don’t Drink and Drive (DDD) behaviours to identify key perception indices, appropriate tone of communication and best channels to reach out to target audience.
  • Position Don’t Drink and Drive as part of everyday modern way of living.
  • Use the “City Walkers” – Every Step you take is your choice” platform to provide practical solutions to return safely home, and to encourage audience to make their own responsible choices.
  • Leverage new vehicles such as mobile and digital, to create contemporary remember-worthy experiences.
  • Engage key bars in the city to be part of the effort.
  • Partner with high profile NGO (Road Safety Institute “Panos Mylonas”) to endorse the safe transportation tips and to add value with government and media stakeholders.
  • Obtain campaign endorsement by the media and critical stakeholders.

Impact

  • Consumers had an overall positive stance towards receiving information and getting more details about City Walkers campaign and their events.
  • Media attendees were excited about the activation and the City Walkers concept. They offered positive feedback about the rationale behind the campaign. As one of our media partners commented, “We are grateful to participate in such campaigns promoting responsible messages to our citizens” (“Athens Voice”).
  • Stakeholders, including the Mayor of Athens, and the General Secretary of the governing party’s press Office also positively commented on the initiative.
  • The campaign also succeeded in being seen positive by ‘On trade’ who endorsed the activity, and welcome any future cooperation on promoting Don’t Drink and Drive.

Challenges/Lessons learned:

  • Consumers had an overall positive stance towards receiving information and getting more details about City Walkers campaign and their events.
  • Media attendees were excited about the activation and the City Walkers concept. They offered positive feedback about the rationale behind the campaign. As one of our media partners commented, “We are grateful to participate in such campaigns promoting responsible messages to our citizens” (“Athens Voice”).
  • Stakeholders, including the Mayor of Athens, and the General Secretary of the governing party’s press Office also positively commented on the initiative.
  • The campaign also succeeded in being seen positive by ‘On trade’ who endorsed the activity, and welcome any future cooperation on promoting Don’t Drink and Drive.

More information

Solution submitted by

Please login to view this information. If you don't have an account? Request a membership