This global campaign asks consumers to make a commitment to never drink and drive by signing their names on the pledge wall.
This campaign forms part of numerous responsible drinking initiatives being undertaken by brandhouse to educate consumers on never drinking and driving. The Premier was joined by brandhouse MD Gerald Mahinda, the MEC for Transport, Robin Carlisle and the MEC for Community Safety, Albert Fritz who also signed the Pledge Wall. They have urged all South Africans to pledge their commitment to never drink and drive, especially ahead of and during the festive season.
In its six years of trading, the company has been at the forefront of engaging with consumers on various responsible drinking platforms. Its Drive Dry Campaign launched four years ago, is a hard-hitting consumer awareness programme that continues bringing the harsh realities of drunk driving into sharp focus. Earlier this year, it was awarded a Bronze Lion at the Cannes Lions International Advertising Festival for its Drive Dry installation at last year's Whisky Festival. The installation this year promises to be just as thought provoking and impactful.
Gerald Mahinda said, "We extend our thanks to Premier Zille, MEC Carlisle and MEC Fritz for their support in carrying the message of responsible drinking to South Africans. The company is proud to be one of the flagship exhibitors at the Whisky Festival, which is said to attract more visitors and brands than any other whisky festival globally. This makes it an appropriate platform for driving the message home. Although we will be gathering to celebrate whisky, I urge all festival attendees to drink responsibly."
South Africans are invited to Join the Pact at www.jointhepact.com
