Drink driving is a societal issue that has been addressed by government bodies and brands, historically highlighting the harsh reality people can face as a result of their actions. With numerous initiatives that use scare tactics, Heineken® identified a blank space to encourage people through positive behaviour. In 2016, Heineken® launched When You Drive, Never Drink as a responsible-consumption platform for the F1 sponsorship.
To understand behaviours and habits of the campaign’s audience, drivers, Heineken® completed global research in 10 markets amongst 10,000 drivers. Heineken® discovered that 79% of people have good intentions before a night out, yet these fail as the evening unfolds, and 77% find at least one situation where it’s acceptable to drink and drive.
Based on the insight that behaviour change starts in the place of decision making, Heineken® designed a behavioural-change programme to support consumers at the precise moment of relevance, thereby impacting behaviour in real terms rather than conceptual messaging.
STRATEGY & EXECUTION
With the knowledge that drivers give in to social pressures at the bar, Heineken® created a behavioural-change programme to change the psychology of drink-drivers from the moment they enter the bar. Partnering with behaviour-change experts, Innovia Technology, we redesigned the existing bar environment with 20 interventions, reminders and prompts, to encourage people to stay alcohol-free when driving.
The pilot programme provided the foundation to deliver a through-the-line narrative that demonstrated tangible results to a global stakeholder audience, Including a new hero film 'No Compromises' featuring F1 World Champion Nico Rosberg and a digital 'Designated Driver's Pledge' to help people publicly commit to staying alcohol-free when driving. This was the first-of-its-kind programme pioneered by an alcohol brand - not only did It raise awareness about the global phenomenon that is drink-driving but provided tangible tools to real people at key decision-making moments.
Heineken®’s anti drink-driving message, communicated in a positive manner, reached everywhere from concept through design, creating real-world impact and huge up-take. The UK's success resulted in proof-of-concept for markets to roll out.
- Prominent "nudges' deliver drink-driving reduction - Bars with the highest level of support for the pilot saw drink-driving reduction behaviour of up to 50%
- 80% of people said the programme would encourage them to support their friends not to drink alcohol if driving
- 60% of people said the pilot made them think about changing their behaviour
- +700M potential reach
- +479 articles
- +90.6K engagements