Pernod Ricard to use Facebook in anti drink-driving campaign

Pernod Ricard UK is to use social networking sites to target 18 to 24-year-old drivers in the the latest phase of its Accept Responsibility campaign.

Its latest aim is to help reduce drink driving amongst young adult consumers by using banner ads on sites such as Facebook and MSN Messenger at specific times when they are making social plans for the weekend or evening.

Jean-Manuel Spriet, chief executive officer, Pernod Ricard UK, said: "We recognise that drink driving continues to be a problem amongst young adults in the UK. We also recognise that the drinks industry and the government must collectively continue to do all we can to urge responsible drinking. By using social networking sites at key times of the day, we trust the message will impact both drivers and passengers when they are planning social events."

The total online ad campaign will deliver around 11.4 million impressions and feature a click through option to the campaign's website.

Previous phases of the campaign have addressed binge drinking and under-age drinking.

www.pernod-ricard.com/medias/CorporateResponsibility/Rapport