Diageo India recognized for its Contribution To Road Safety

Diageo a global leader in beverage alcohol was recently recognized by The Prince Michael International Road Safety Awards for its contribution to improving road safety in India. Diageo India’s flagship Sustainability and Responsibility program ’Road to Safety’ was amongst the front runners to receive this recognition from the numerous submissions received globally. 

Since 1987, the Prince Michael International Road Safety Awards recognizes achievements and innovations which will improve road safety. Each year the most outstanding examples of international road safety initiatives are given public recognition through the scheme. The most outstanding examples of international road safety initiatives are given public recognition through these awards.

India accounts for more than 12% of the worldwide annual average of 1.24 million global road accidents, making it one of the most dangerous roads in the world. To address this critical issue, in 2014 Diageo India – a signatory of the Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking launched its national ‘Road To Safety’ programme in partnership with the Institute of Road Traffic Education (IRTE), Ministry of Road Transport and Highways and the International Road Federation.

Speaking on this global recognition, Abanti Sankaranarayanan, Business Head – Luxury and Corporate Relations, United Spirits Ltd. the Indian subsidiary of Diageo plc, said “We are honored to receive this recognition from the Prince Michael International Road Safety Awards. While the ‘Road To Safety’ initiative has achieved great success so far, the current abysmal state of road safety in India, encourages us to provide further impetus to address this big concern for society today. We believe there’s still a long way to go to create the necessary impact, sensitize and educate the people of India. This prestigious award further strengthens our commitment to address alcohol misuse and create a positive impact in the community we do business in.”

Presenting his award, HRH Prince Michael of Kent, said “The support provided by business is vital, especially when they work so closely with others to deliver road safety educational or support programmes often in unexpected but praiseworthy ways.”

The ‘Road to Safety’ societal programme is aimed at the public’s collective consciousness on the issue of road safety and encouraging citizens, especially the youth of India to be more responsible behind the wheel.

The programme, launched in September 2014, aims to make Indian roads safer. To this end, the programme covered 30 cities in 13 states to deliver:

•         Trained 3500 police officials on traffic regulations, enforcement of drunken driving offences; types and correct usage of breath alcohol analysers

•         High quality breath alcohol analysers donated to police departments of several states

•         2500 university students taught about the perils of drunk drinking and underage drinking

•         4500 drivers of commercial vehicles (school buses, auto rickshaws, trucks, and buses) in the organised sector were educated on the dangers of drinking driving

In addition, Phase-I of the five-month high-visibility campaign ‘Diageo-NDTV Road to Safety’ reached out 360-degrees to consumers, across various touch-points and media (radio, television and digital). Thousands of people signed up to take the pledge to Never Drink and Drive.