Diageo, MADD, NFL, and Uber Unite to Launch 'Take a Minute. Make a Plan.' Campaign to Combat Impaired Driving

Diageo, MADD, NFL, and Uber Collaborate on 'Take a Minute. Make a Plan.' Campaign to Combat Impaired Driving

Diageo North America, Mothers Against Drunk Driving (MADD), the National Football League (NFL), and Uber Technologies have partnered to launch the "Take a Minute. Make a Plan." campaign, aimed at reducing impaired driving, particularly during football season. The initiative, unveiled during National Impaired Driving Prevention Month, encourages fans to take a moment—just one of the 690 minutes a week they spend thinking about football—to plan ahead and ensure they never drive impaired.

Football fans celebrate memorable moments throughout the season, but as Diageo's Stephanie Childs notes, planning ahead for a safe ride is just as essential as the pregame rituals. The campaign's message is simple: take one minute to make a plan to get home safely and responsibly.

“We wanted to inspire fans to use a small fraction of their football-time to ensure everyone gets home safely,” said Childs. “This campaign is about creating a culture of responsibility through our collaboration with MADD, the NFL, and Uber.”

NFL Senior Vice President of Social Responsibility Anna Isaacson emphasized the importance of fan safety: "We’re committed to ensuring that celebrations stay safe, and we’re proud to team up with Diageo, MADD, and Uber to encourage fans to plan ahead and avoid driving impaired."

The campaign features humorous ads showing football fans preparing for game day—painting faces, picking jerseys, or organizing tailgates—while highlighting how taking just a minute to plan can make all the difference. The 360-degree marketing effort includes print, digital, out-of-home ads, NFL game broadcast integrations, and Uber promotions with special incentive codes.

Available throughout the NFL season, the campaign will also feature visibility in New Orleans during Super Bowl LIX weekend. Fans can access resources to plan their ride at www.TakeAMinuteNow.com, and enjoy incentives for using safe transportation options.

MADD CEO Stacey D. Stewart stressed the importance of preventing impaired driving: "Together with our partners, we’re working to reduce the 37 daily deaths caused by drunk driving in the U.S. As football fans gather, we urge them to plan ahead for a safe ride."

Uber CMO Jill Hazelbaker added, "Uber is committed to offering an easy, reliable alternative to drinking and driving. We're proud to be part of this campaign to encourage fans to take a minute and plan a safe ride."

Through this collaboration, Diageo, MADD, the NFL, and Uber aim to reach a wide audience and help ensure that every game day celebration ends safely, reinforcing Diageo’s long-standing commitment to preventing impaired driving.

About Diageo North America
Diageo is a global leader in beverage alcohol, offering brands such as Johnnie Walker, Crown Royal, Smirnoff, and Guinness. For more information, visit www.diageo.com or follow @Diageo_NA on social media.

About the NFL
The NFL is America’s premier sports league, with 32 teams competing annually for the Super Bowl title. Learn more at www.nfl.com.

About MADD
Mothers Against Drunk Driving® (MADD) works to eliminate impaired driving and supports victims of drunk driving crashes. For more information, visit https://madd.org/.

About Uber
Uber’s mission is to create opportunity through movement, offering rides, food, and package delivery. Learn more at www.uber.com.