“Designated-driver and Responsibly Cool“

Key dates

  • Started on 16/10/2006
  • Last updated on 07/09/2015
  • Status: ongoing


  • Argentina

Funding bodies

  • AB INBEV : Cervecería y Maltería Quilmes

Type of initiative

  • Deterring drinking and driving

Description & results

Long term support for the government of Buenos Aires designated-driver program, held in bars and nightclubs.

In January and February 2010, the company launched a campaign that stressed the importance of choosing a designated-driver (or choosing alternative transport) when drinking alcohol beverages in Pinamar and Mar del Plata.

The company every year reinforces the importance of choosing a designated-driver and the marketing department creates a new message to promote "if you drink, don´t drive" on the TV.

In 2011, a TV campaign was used to raised awareness among young people on the importance of using alternative transport rather than their own car when drinking alcohol.

In 2013, the TV campaign was called "Designados". This showed many different young people being the designated-driver.

In 2014 the TV campaign was called "Vehiculos". This showed drivers of many different forms of transport and the need for a designated-driver. The message was that "If you don´t drink and drive a night it is not complicated".

The ANSV (National Road Security Agency) has commended the company for its support for the initiative that, according to the Agency, had contributed to reduced fatalities on the roads.  In 2014 the ANSV renewed their support for the initiative. 

Designados Campaign reached more than 8.5MM people. In the first 8 days in social media, it had 754K views. It reached 530K UEU and more than 3.800 tweets of #DesignatedDriver.

Images & Media