Examples of Initiatives MEAS recently undertook a ‘Designated Driver Trade Competition’ which invited licensees to outline how they would promote and support the Designated Driver initiative on their premises. Successful applicants are to receive free non alcoholic product for passing on to their Designated Drivers, courtesy of the Beverage Council of Ireland and Tennents Ireland Limited.

Outlined below are examples of initiatives being undertaken by applicants: Example 1 ‘The Designated Driver initiative will be promoted on our web site and on our state of the art plasma advertising screens throughout the premises. We will also promote the initiative in local media and in all mail shots to customers in the area. All booked parties of 10 or more who designate a driver will receive free non alcoholic drinks for the night while managers and staff who promote the initiative, or make any effort to encourage patrons to get home safely, will be rewarded with movie passes’. Example 2 'All Designated Drivers will receive free non alcoholic drink or coffee/tea over the Christmas period. Designated Drivers will also be provided with a personal card which will be stamped to reflect the number of customers travelling with them. On January 4th 2004 the Designated Driver with the most points will receive a voucher for a meal for two, plus a €20 voucher for petrol.

We plan to promote this approach to other licensed premises owners in our locality. The Designated Driver with the most points from each of the participating premises in the area will also be entered into a draw. The winner of the draw will receive a prize of a weekend break away for two sponsored by the licensed premises involved’. Example 3 ‘Our house posters and web site, and all advertisements placed in local media, will promote the initiative and highlight our commitment to provide Designated Drivers with free non alcoholic drinks. We will also send 600 text messages highlighting our Christmas policy of awarding free non alcoholic drinks to the Designated Driver of Christmas party groups’ Example 4 ‘We have in the past reduced the price of non-alcoholic drinks and passed the savings on to the Designated Drivers in our pub. During the MEAS campaign this year we aim to provide a “Key Drop Box” for our customers so that they can leave their cars overnight and pick them up the next day. We are reducing the cost of all non alcoholic drinks for the period and will look at continuation of same after December. We are also currently looking into the possibility of providing a mini bus to bring people home at the end of the night’.