ABOUT

How can we create an educational experience to support Diageo’s global ambition to change the attitudes of five million people towards drink-driving by 2030?

THE SOLUTION
A simple but authentic, immersive, compelling learning experience that allows users to have interactive conversations with real drink-drivers, and gain genuine insights into the life-changing consequences of drink-driving.

IN YEAR ONE
- Over 550,000 people reached across the world, through offline, online and incentivised completions.
- 85% of surveyed people show attitudinal change towards drink driving
- FY22 target completions exceeded, with 133% overall.