"In Good Spirit" is a campaign launched by Diageo in partnership with Public Interest Design 'PID' to engage the community, in a proactive manner, around alcohol consumption, serving, and purchasing. The campaign is a call to celebrate life everyday, everywhere while responsibly dealing with the risks associated with irresponsible alcohol handling such as underage drinking, irresponsible selling and serving and selling of counterfeit products.
The campaign is inspired by Diageo's global commitment to encourage responsible handling of alcohol products and PID's methodology of involving and creating shared value for consumers, producers, distributors, marketers, and sellers.
Through Diageo's sponsorship of Kunhadi's 15th Taxi Night, "In Good Spirit" helps raising awareness on its anti-drunk driving program and commitment to reduce excessive alcohol consumption harms by allowing consumers to make informative choices when drinking.
"In Good Spirit" is executed through multiple channels and consumer touchpoints and will extend over five years. It invites the youth and bar and shop owners to handle alcohol responsibly when selling, serving or consuming alcohol. The campaign is created to inspire positive change in the community's mindset around alcohol handling and promotes the understanding of the effects caused by its abuse. Ultimately "In Good Spirit" becomes a movement that keeps the public and communities happy, healthy and safe.
"In Good Spirit" is based on research as well as market, public health and industry insights aggregated from NGOs, health institutions, ministries, syndicates, and the private sector.
Kunhadi Taxi Night at Trainstation
