Pause for a cause
Published:Sunday | October 31, 2010 | 12:00 AM
Brian Bonitto, Special Assignment Editor
Mika Hakkinen, two-time Formula One champion, will be arriving in the island today for a one-day visit to rev up support for alcohol company Diageo's "drink responsibly" campaign.
The initiative, spearheaded by Diageo's local subsidary, Red Stripe, will see the 42-year-old, Finland-born, retired racer helping to spread a more sobering message - don't drink and drive.
"Mika is driving this campaign," said Marguerite Cremin, head of corporate relations at Red Stripe. "And, his message is very relevant."
The campaign - Join the Pact - is led by the Johnnie Walker whiskey brand and encourages persons to committing never to drink and drive. Persons can sign up by logging on to www.thepact.com.
So far, 600,000 persons worldwide have joined the initiviative.
"We are making a conscious and deliberate effort to get the word out," Cremin said.
The highlight of Hakkinen's visit will be a public presentation and signing at Emancipation Park, New Kingston tomorrow. Local drivers David Summerbell, Doug Gore and André Anderson are expected to accompany him.
He leaves for Trinidad and Tobago on Monday.
Cremin explained it was not the first time her company had embarked on a project of this nature.
"We have used other iconic figures in the past to promote the message of Don't Drink and Drive," she said. "Sir Viv Richards was used in the 'Be A Giant, Don't Drink and Drive' campaign. And, this was very effective."
But, isn't this move a contradiction, as the marketing of alcohol is the company's core business?
"We believe in talking to consumers about the correct way to drink and the right way to behave and we always seek to promote the 'WESTRN' method," she said.
'WESTRN' is an acronym for: water breaks; eat while drinking; have soft drinks as spacers; top-ups should be avoided; be a responsible host and no drinking while at the wheel.
"We're conscious in promoting our products in the right way," she said.
'Join the Pact' was started in 2008 and is active in Paraguay, Venezuela, Mexico, USA, Dominican Republic, Spain, Hungary, United Arab Emirates, China, Singapore, Malaysia, Brazil and Uruguay.
Mika Hakkenin took the Formula One titles in 1998 and 1999 and has driven for the Lotus and McLaren teams. In 2006, he was named Responsible Drinking Ambassador for Johnnie Walker, sponsor of the McLaren team. Current Formula One driver Lewis Hamilton is also a spokesman for the Johnnie Walker 'Join the Pact' programme.
Other partners in the 'Join the Pact' campaign include National Road Safety Council and Jamaica Race Drivers Club.