O Tomas O Manejas, a Mexican initiative
The O Tomas O Manejas campaign focuses on underage drinking, parents' responsibility and a major problem facing Mexico today: young people using social networking sites to avoid breath tests.
This corporate social responsibility (CSR) campaign highlights the importance of the government's breath testing programme in Mexico City.
The programme has reduced alcohol-related road accidents by 30% in the last eight years. However, its effectiveness has recently been undermined by young people's use of social networking sites to avoid these tests.
More broadly, the Pernod Ricard Mexico Foundation supports and implements measures to counter risky behaviour:
- Underage drinking, which starts at around 12-13 years of age, mostly at family parties.
- Driving under the influence of alcohol, the number one cause of death among young people.
- Binge drinking.
- The lack of communication between parents and children.
The new campaign has been broadcasted on television and social networking sites and printed in newspapers, magazines and brochures and on billboards.
Othón Sánchez, the police chief leading the breath testing programme in Mexico City, said in a press conference that breath tests should be viewed as allies and not enemies. He also congratulated Pernod Ricard Mexico for the help it provides to the government in a hard-hitting campaign. He felt this was the best way to make people understand that a choice has to be made between drinking and driving, and that breath tests are a necessity.