GUINNESS TEAMS UP WITH SPORTS STARS TO PROMOTE RESPONSIBLE DRINKING

‘PACE YOURSELF’ CAMPAIGN IS LAUNCHED

As part of Diageo’s on-going commitment to responsible drinking, Guinness has teamed up with some of Ireland’s leading sports stars to launch the Pace Yourself initiative, which aims to encourage people to adopt a sensible approach towards their alcohol consumption.

Speaking at the launch, Jean Doyle, Head of Social Responsibility, Diageo said, “The Pace Yourself campaign is not designed to preach to consumers, but rather encourages them to know their limits and to stop and think about their drinking behaviours. Diageo has a significant involvement in sports sponsorship through a number of its brands and our sponsorship activities provide a great opportunity to communicate responsible drinking messages to consumers in an engaging and meaningful way. We are delighted that some of the country’s leading sports stars have partnered with us to help deliver these important messages”, she added.

As part of the initiative, consumers will have to opportunity enter a competition to take part in a mixed skills training session, which will be held in Dublin in August, with hurlers, Donal Og Cusack, Dan Shanahan and Rugby players, Gordon D’Arcy and Shane Horgan. The session will be facilitated by top Irish multi-sports trainer, Mike McGurn, and at the training session, consumers will learn core Hurling and Rugby skills. They will also be given information about alcohol, about the effect of alcohol on the body and about how many standard drinks or units are in the drinks that people commonly consume.

Cork goalkeeper, Donal Og Cusack commented, “I am delighted to be associated with this campaign as it encourages people to think about what choices they make in relation to drinking or indeed not drinking. As players, we recognise our leadership position within the community and if we can help deliver these important messages then there are many positives to be gained”.

The Pace Yourself initiative includes helpful hints and tips about alcohol, which are available on www.drinkaware.ie .
It will be supported by a radio promotion on the George Hook Show on Newstalk106, as well as on-line activity.
Those interested in applying for a place on the training day should tune into the George Hook Show on Newstalk106 all this week.