When You Drive, Never Drink is a long-standing global commitment by Heineken® to encourage responsible drinking. This platform communicates a powerful anti-drink driving message that when you’re behind the wheel, abstinence is the only option. In 2017, Heineken® set out to do more than just warn people about the dangers of drink driving, they wanted to measurably reduce drink driving behaviour and prove it.
To do this, Heineken® commissioned a global study designed to understand the behavioural triggers that cause people to drink and drive. The research uncovered the social triggers that influence people to drink and drive from when they enter to when they leave the bar.
Acting on the drink driving insights from the research, in 2018, Heineken® launched the newest chapter of the campaign with a behavioural change programme that reduced drink driving behaviour through a social experiment by up to 50%. This social experiment provided the foundation to deliver a through the line narrative that demonstrated tangible results to a global audience, including a new hero film ‘No Compromises’, featuring F1 World Champion Nico Rosberg and a digital ‘Designated Driver’s Pledge’ to help people publicly commit to staying alcohol-free when driving.
