Diageo Moet Hennessy (Thailand) Limited
‘Wrong Side of The Road’, Diageo’s Latest Interactive E-Learning Experience Aiming To Change Attitudes Toward Drinking And Driving In Thailand
Diageo Moët Hennessy (Thailand) Ltd. (DMHT), the leader of premium beverage alcohol with an outstanding collection of brands across spirits and wines such as Johnnie Walker, Smirnoff, Tanqueray, Hennessy and Moët Chandon, recently introduced a new interactive e-learning platform called “Wrong Side of the Road (WSOTR)” developed in partnership with the United Nations Institute for Training and Research (UNITAR) and endorsed by the Metropolitan Police Bureau which offers a virtual educational experience that demonstrates the effects of alcohol and driving, as well as showcases the stigma and consequences that result from deciding to drink and drive.
WSOTR presents 2 real life stories, one from the drunk driver - Nateethep (Pan) Bunnag, a former actor who made headlines for drink-driving and the other from a drink-driving victim – Eve who sat in a car with a drunk driver. The stories presents through the interactive online platform which enables users to ask a series of meaningful questions about their decisions, and the consequences of those decisions.
WSOTR Campaign is as part of DMHT’s continuous effort to reduce road accidents caused by drink-driving and a commitment to promote responsible drinking in Thailand. The program, especially, targets 20 to 35-year-olds and regular road users, such as drivers and motorcycle riders with ambition to educate 250,000 people by 2030 or approximately 30,000 people each year. Localized versions of the campaign are also available in several countries globally, including the UK, USA, Ireland, Italy, India, Spain and Mexico. This is part of Diageo’s broader Society 2030 : Spirit of Progress ambition to promote changes in attitudes toward drink-driving, reaching 5 million people worldwide in 2030.
Mr. Puneet Narang, Managing Director of DMHT said “We’re really proud to launch Wrong Side of The Road in Thailand, which is a key part of our ongoing ambition to help reduce harmful drinking. We’ve designed Wrong Side of The Road based on the most comprehensive data and evidence on Thai consumers. It shows that telling real stories about the stigma associated with drink-driving in an interactive and engaging manner is the best way to change behaviours and attitudes. We’ve seen promising results so far in the other countries we’ve launched the e-platform in. We are delighted to have the support of partners like UNITAR and to work with the Metropolitan Police Bureau to spread this important message to road users, and to try to reduce this entirely preventable problem in society.”
Pol Maj Gen Jirasan Kaewsaeng-ek, Deputy Commissioner of the Metropolitan Police Bureau said “Drink-driving is still one of the main causes of road accidents in Thailand. According to statistics gathered during the New Year and Songkran festivals this year, drink-driving comes in second as one of the top causes of road accidents, following driving at high speeds. There are more chances of preventing drink-driving if people are made more aware of the losses and troubles that can occur to themselves and other road users from drink-driving accidents. However, creating such awareness requires long-term collaboration with all sectors. On behalf of the Metropolitan Police Bureau, we are delighted that a leading international company like DMHT has strong determination to promote road safety in Thailand. The ‘Wrong Side of the Road’ e-learning platform will be used to create understanding about drink-driving amongst related government officers and will be promoted to the public to reduce road accidents.”
Everyone is invited to join WSORT Campaign to learn and understand the impacts of drink-driving by simply visit the e-learning platform link: https://drinkdriving.drinkiq.com/