Guinness launches ‘Pace yourself’ campaign
As part of Diageo’s ongoing commitment to responsible drinking, Guinness has teamed up with some of Ireland’s leading sports stars to launch the Pace Yourself initiative which encourages people to adopt a sensible approach towards their alcohol consumption.
"The Pace Yourself campaign is not designed to preach to consumers but rather encourages them to know their limits and to stop and think about their drinking behaviours,” Jean Doyle, Head of Social Responsibility at Diageo, explained at the launch, “Diageo has a significant involvement in sports sponsorship through a number of its brands and our sponsorship activities provide a great opportunity to communicate responsible drinking messages to consumers in an engaging and meaningful way. We are delighted that some of the country’s leading sports stars have partnered with us to help deliver these important messages.”
As part of the initiative, consumers had the opportunity to enter a competition to take part in a mixed skills training session which was held in Dublin in August with hurlers Donal Og Cusack and Dan Shanahan as well as rugby players Gordon D’Arcy and Shane Horgan.
The session was facilitated by top Irish multi-sports trainer Mike McGurn. At the training session consumers learned core hurling and rugby skills. They were also given information about alcohol, its effect on the body and about how many units are in the drinks that people commonly consume.
The initiative, available on www.drinkaware.ie, also includes helpful hints and tips about alcohol.
It was supported by a Newstalk106 radio promotion on the George Hook Show and through online activity.
