Pernod Ricard has made the campaign against drink-driving a key priority in the last 30 years. With the support of its subsidiaries, the Group takes concrete prevention measures and develops targeted campaigns to educate drivers – starting with its own employees – about the risks of drink-driving.
THE CAMPAIGN AGAINST DRINK-DRIvING: A RESPONSIBLE DRINKING PRIORITY
According to the World Health Organisation, each year road accidents cause 1.2 million deaths and 20 to 50 million temporary or permanent injuries around the world(1).
Depending on the country, 20% to 69% of fatally injured drivers had been drinking alcohol before the accident(2). In 85% of alcohol-related fatal accidents, the responsible party is an occasional drinker(3): working lunch, party with friends, etc.
Action can and must be taken to reduce the number of these accidents.
Reducing the number of alcohol-related road accidents is a priority for Pernod Ricard. The keyword is prevention: informing drivers of the dangers and encouraging them to change their behaviour.
(1) World report on road traffic injury prevention, World Health Organisation, 2004.
(2) Drinking and driving: a road safety manual for decision-makers and practitioners, World Health Organisation, 2007.
(3) French road safety statistic.
RALLYING AROUND THE EUROPEAN ROAD SAFETY CHARTER
In a clear reflection of its commitment, Pernod Ricard was one of the first groups to sign the European Road Safety Charter in 2007. Through this, Pernod Ricard undertook to carry out awareness and prevention programmes in its European subsidiaries.
This prevention work now extends to all international subsidiaries.
PROMOTE THE DESIGNATED DRIVER INITIATIVE
Pernod Ricard has made a considerable investment in raising awareness of road safety risks. Spearheading this policy is the designated driver concept.
This encourages one person at a party or event to remain sober and drive his or her friends back safely.
STEP UP CAMPAIGNS TO WARN AGAINST THE DANGERS OF DRINK-DRIVING
Pernod Ricard has developed targeted campaigns to warn against the dangers of drink-driving.
Several major initiatives have been taken through Group subsidiaries.
Drink-driving: the focus of Responsib’ALL Day 2011
In May 2011, Pernod Ricard held its first Responsib’ALL Day, an event aimed at making all of its employees CSR ambassadors, while encouraging good conduct.
In May 2011, the main focus was drink-driving.
Find out more about Responsib’ALL Day
Pernod Ricard China at the forefront of the campaign against drink-driving
In a country in which the number of vehicles is growing exponentially and road accidents are frequent,
Pernod Ricard delivers a message of moderation and prevention by communicating specifically on risks.
The Pernod Ricard Mexico Foundation (formerly Domecq Foundation) is very active in Mexico
In 2006, Pernod Ricard’s Mexican subsidiary decided to set up the Domecq Foundation (now called the Pernod Ricard Mexico Foundation).
Since then, it has taken concrete action against the scourge of drink-driving, which kills thousands of people in Mexico every year.
Find out more about the Pernod Ricard Mexico Foundation’s preventative action