‘Drink responsible and know your limits these Easter holidays’

Diageo SA is urging South African’s to carefully consider their own health and safety and that of those around them by making responsible drinking choices this Easter period and beyond.

The company is supporting South Africans and consumers through its DRINKiQ tool which is built on encouraging responsible consumption of alcohol.

The campaign will strengthen and support efforts to discourage irresponsible drinking behaviors, particularly drinking and driving, as South Africans make their way to their various holiday destinations over this Easter period.

In partnership with the Road Traffic Management Cooperation and the South African National Council on Alcoholism and Drug Dependency Soweto (SANCA), Diageo SA through their DrinkiQ campaign will this week embark on several road safety activations in key areas including Montrose Shell Garage in Harrismith to increase awareness of the dangers of drunk driving as well as drinking habits amongst the public.

“Each year, during the Easter holiday season, a large number of road related injuries and fatalities are attributed to drinking and driving. We are using this period as another opportunity to raise awareness amongst consumers about the considerable impact that their behaviour has on their health and safety and that of those around them so that we might help reduce the number of these incidences and also help save lives,” says Lebogang Mashigo, DrinkiQ Campaign Manager.

The initiative, which provides evidence-based information about alcohol consumption to the public, was officially launched at the start of this year.

In partnership with SANCA and local comedian and radio personality, Felix Hlophe, the initiative is aimed at encouraging South African consumers to make more responsible drinking choices.

SANCA has since activated the DRINKiQ campaign at five of its community outreach sites in Soweto, as well as at high traffic malls, and initiated educational talks on alcohol at clinics.

Road users will also have access to informative handouts, receive educational pamphlets and have the opportunity to discuss with representatives about the DRINKiQ and other responsibility initiatives such as Drive Dry.