Michael Schumacher is the new Bacardi Limited Global Social Responsibility Ambassador. Under the motto “Champions drink responsibly” Bacardi and Schumacher launched a road safety campaign with the intention to globally spread the message that alcohol and driving don’t match. 

The corporate social responsibility campaign was launched in April 2008. The first phase of “Champions drink responsibly” includes advertising, consumer engagements, public relations and digital media. 15 to 20 seconds adverts with Michael Schumacher on TV, cinema and online media are broadcast in more than 40 countries worldwide. A print campaign is to follow featuring statements from Schumacher like “If I go out for a drink someone else does the driving” or “A word of advice if you’re going out tonight. Taxi.”.

 
Print campaign

  
See the advert

 All elements of the campaign can be found on www.bacardilimited.com and on the microsite www.championsdrinkresponsibly.com.To further showcase its social responsibility commitment, Bacardi signed the so called “European Road Safety Charta”, which aims at halving the number of traffic deaths on European roads by 2010. 

“Champions drink responsibly” is not the first campaign supported by Michael Schumacher. Since his retirement in 2006 he got heavily involved in road safety initiatives like the FIA (Fédération Internationale de l’Automobile) Foundations “Make Roads Safe” campaign or the “Commission for Global Road Safety”. 

To me, the partnership is based on a good partner-fit. This jointly developed campaign highlights the Bacardi’s dedication to raising awareness and implementing measures against driving under the influence of alcohol. Besides Michael Schumacher is an absolutely trustworthy testimonial for this campaign reaching a broad audience with his messages.

Screenshot of the microsite

Website of the Bacardi Germany initivative “Driver’s Corner”