Top Gear's original ‘Stig' returned to Belfast today to lend his support for a second year to Coca-Cola's Designated Driver campaign. The campaign, which was a huge success when it first launched last year, hopes to further reduce instances of drink driving this Christmas.
Developed in association with the Department of the Environment (Northern Ireland) and the Police Service of Northern Ireland, Coca-Cola's Designated Driver initiative will reward local drivers who choose not to drink this December.
The campaign offers up to three free soft drinks from Coca-Cola HBC Northern Ireland's product portfolio to drivers who refrain from drinking alcohol in some 400 outlets throughout the festive season - increasing safety on Northern Ireland's roads.
The original ‘Stig', AKA, Perry McCarthy, commented on his continued support for the Designated Driver initiative: "It's great to be back in Belfast for a second year to front this fantastic safe driving campaign from Coca-Cola. This year I hope we can reach even more people and make drivers understand that being in control behind the wheel is their responsibility.
"In my career, I always get asked the secret of good driving. The answer is simple - concentration and focus - so it amazes me that people still think they can have a quick drink and then jump behind the wheel. You just can't. One drink slows down reaction times, making you a liability on the road."
Head of Road Policing Development, Superintendent Roy Marshall, said: "The message from Police to road users is very simple. Drinking and driving kills, maims, wrecks families and communities.
"I do not want officers knocking on doors at any time of the year, but especially over Christmas and the New Year, to tell families that a loved one has been killed on the roads, because someone has decided to drive after drinking."
The Designated Driver campaign, which was a great success in 2007, saw Coca-Cola HBC Northern Ireland recognised as the most responsible company in the UK by the Chartered Institute of Public Relations.
Hoping to build on Designated Driver's success this Christmas, Gareth Devlin, Licensed Trade Marketing Manager for Coca-Cola HBC Northern Ireland, said: "We were thrilled with the success of the Designated Driver campaign in its first year, and this year we want to make it even bigger and better. We are delighted to be able to double the reach of the campaign from 200 to 400 outlets in Northern Ireland. This means we are in a position to reward even more drivers who choose not to drink and drive this Christmas and New Year.
"We are indebted to DOE, PSNI and all the participating outlets across the country, who have offered their support - without them this campaign would not be possible."
A ‘Designated Driver' is defined as someone who is not drinking alcohol on a night out and who is the driver of a party of two or more people. For further details on all participating outlets and campaign information please visit www.designated-driver.co.uk