Of course, the main goal is to fight drunk driving. Johnnie Walker aims to gather one million pledges to never drink and drive by inviting consumers around the world to use the hashtag #ImNOTdriving on social media.
To honour these commitments, Johnnie Walker will give away one million kilometres of safe rides home globally -- equivalent to travelling around the world's equator 25 times. The program begins in Singapore this week as part of the events surrounding the F1 Grand Prix. Mika Häkkinen has even agreed to serve as a private chauffeur.
Gavin Pike, Global Brand Director at Johnnie Walker, said: “Our partnership with Vodafone McLaren Mercedes has given us a strong platform from which to talk about responsible drinking. We are reinforcing our commitment to this cause through one of our most ambitious responsible drinking campaigns to date, and I encourage race fans everywhere to Join the Pact by pledging their personal commitment to not drink and drive by using #ImNOTdriving this weekend.”