Football season in the United States is more than just a sport—it’s a cultural phenomenon. From tailgates to game-day rituals, fans dedicate significant time to their favorite teams, spending an average of 690 minutes per week thinking about football. Recognizing the opportunity to make a difference, Diageo North America has joined forces with Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies, Inc. to launch the “Take a Minute. Make a Plan.” campaign. This initiative encourages fans to set aside just one of those 690 minutes to plan for a safe ride and prevent impaired driving.

Creating a Culture of Responsibility

The campaign emphasizes the importance of taking a proactive approach to safety, particularly during high-energy moments like football games. Stephanie Childs, Executive Vice President of Corporate Relations at Diageo North America, highlighted the campaign’s foundation: “In sports, a one-minute time out to talk strategy can change everything. This campaign inspires people to take one minute to plan ahead, celebrate responsibly, and never drive impaired.”

NFL Senior Vice President of Social Responsibility Anna Isaacson echoed the sentiment, emphasizing that fan safety is a top priority: “We’re proud to reinforce our commitment to responsible celebrations by partnering with Diageo, MADD, and Uber.”

A Multi-Faceted Approach to Engagement

The campaign’s creative content brings a playful tone to a serious topic. Advertisements feature relatable scenarios, such as fans choosing their jerseys or prepping for tailgates, and ask viewers to consider how one minute of planning can ensure a safe ride home. This 360-degree marketing effort spans print, digital, out-of-home (OOH) advertising, and broadcast integrations during NFL games. It also includes tailgate activations, in-stadium programming, and targeted Uber promotions offering exclusive ride incentives.

The campaign is visible throughout the NFL season and will culminate during Super Bowl LIX weekend in New Orleans, ensuring consistent reminders for fans nationwide to prioritize safe transportation.

The Role of MADD and Uber in Driving Change

Mothers Against Drunk Driving (MADD) plays a central role in the campaign, with CEO Stacey D. Stewart stating, “Every day, about 37 people in the U.S. die in drunk-driving crashes—that’s one person every 39 minutes. We urge football fans to plan ahead and use safe transportation options.”

MADD’s existing programs, including The MADD Network and the MADD Sports initiative, align with the campaign’s mission by promoting responsible choices within sports communities. Uber, another key partner, brings its commitment to reducing impaired driving fatalities. Jill Hazelbaker, Chief Marketing Officer at Uber, emphasized the company’s dedication: “We’re proud to provide an easy alternative to drinking and driving. We hope this campaign encourages fans to arrange a safe ride.”

Resources for Fans to Plan Ahead

Fans are encouraged to visit www.TakeAMinuteNow.com to access tools and resources for safe planning. Whether designating a sober driver, using Uber, or opting for public transportation, the campaign provides actionable solutions. With its comprehensive approach, “Take a Minute. Make a Plan.” aims to make celebrations safer for everyone.

By uniting efforts from Diageo, MADD, the NFL, and Uber, the campaign fosters a collective commitment to ending impaired driving while ensuring that game-day celebrations leave fans with positive memories.