Starting in January 2008, Schumacher will work with Bacardi Limited, the largest privately held spirits company in the world, across its portfolio of brands, to communicate a global “don't drink and drive” social responsibility message.
“I have been involved in many road safety campaigns in my career with conviction and I feel very strongly about this initiative,” said Schumacher.
Dominic Romani-Backhouse, South African spokesperson for the spirits company, believes the international campaign will play an important role in highlighting local awareness of responsible drinking. “He is a figure of enormous stature for the South African public. The involvement of such a high profile and positive role model will make an important contribution to the social responsibility initiative.”
Andreas Gembler, the company's president and chief executive, said: “Michael is the most famous and successful driver in the world and we could not ask for a better ambassador. He is hugely respected for his road safety campaigns and we are confident that he will be able to communicate the ‘don't drink drive message' to a huge global audience. We look forward to sharing our plans publicly next year.”
Schumacher's image will be used across a number of different media including television, print, outdoor and the Internet. The primary communication message will be one of ‘don't drink and drive' together with a general responsible consumption message.
The message is clear: be responsible – please don't drink and drive!
