The Fundación Domecq takes action in Mexico

Pernod Ricard’s subsidiary in Mexico, Casa Pedro Domecq, has developed an ambitious programme for preventing the risks related to drinking and driving. The initiative is led by the Fundación Domecq.

A socially engaged foundation

---

In 2006, Casa Pedro Domecq, Pernod Ricard’s Mexican subsidiary, created the Fundación Domecq to lead social responsibility projects.
Since then, the subsidiary has taken concrete action against drinking and driving. The fund allows the Foundation to ensure the continuation of its efforts and maximise the impact of its prevention campaigns.

From October 2006 to December 2007, for example, the Foundation financed a campaign against drinking and driving called “O tomas O manejas” (“Either you drink, or you drive”). Broadcast during prime time on 5 Mexican television channels, the campaign was then adapted to film, radio and the press. The goal: comically demonstrate the danger of doing 2 incompatible activities (drinking and driving) at once.

For this campaign, Casa Pedro Domecq received the national Al Ries marketing award, which recognises the companies most committed to social responsibility.

A commitment reaffirmed in 2009

---

Today, the Fundación Domecq continues its fight against drinking and driving. In April 2009, it produced the second part of the "O tomas O manejas" campaign. Fundación Domecq celebrity spokesperson Jaime Camil plays the main role. A Mexican singer and actor who is particularly popular among young people, Jaime Camil agreed to use his fame to promote responsible drinking habits and help the public to realise that alcohol and driving are incompatible.

The campaign was distributed over all possible media: television, radio, film, bus stops, posters, etc. It was also adapted, in partnership with schools and universities, into videos, testimonials, brochures for distribution, etc.