The Diageo Foundation – Drink-driving and underage drinking projects
In every major market in which Diageo does business, Diageo Ltd support initiatives aimed at helping prevent drink driving, usually in partnership with other industry members, police forces, road safety organisations or with government. The approach involves raising awareness, reinforcing legislative provisions and promoting personal responsibility and decision making. Through its foundation Diageo employ its innovative marketing strategies to promote responsible drinking, with a specific focus on combating drink driving. Having focused CSR efforts in tackling alcohol misuse through effective programs which seek to raise awareness, change attitudes and shift behaviour. Diageo has 373 responsible drinking projects in 53 countries – so there is a big pool of readily available expertise and international best practice in the area of road safety .In India the foundation focus on two areas of intervention: Drink – driving & Underage Drinking.