What does a mountain climber, a model, a handful of radio
and club DJ’s, a house music band and two Afrikaans music bands, a stylist, a
TV presenter, a former winner of South African Idols and a socialite all have
They have all publically pledged to always drive sober by
participating in Drive Dry, a national responsible drinking campaign designed
by brandhouse, South Africa’s leading total beverage company.
Celebrities who have made the pledge so far include Alex
Harris, Die Heuwels, DJ Olwee, DJ Roxxi, DJ S’bu, DJ Euphonik, DJ Snoop, Eda
Rose, Francois van Coke, Heinz Winckler, J-Something from Micasa, Leigh
Toselli, Mika Stefano, Ms Cosmo, Sias du Plessis, Smack Afrika, Sureshnie Rider
and Vanessa Haywood.
Setting the example for
“These celebrities have graciously used their influence to
speak to consumers of all ages and hopefully make them think twice before
endangering their own lives and the lives of others. We would like to thank
them for their support,” says Michael Mabasa, Corporate Relations Director for
Drive Dry calls on all South Africans to visit the Drive Dry
website and make a public pledge to drink responsibly. The application links to
actual Facebook events and offers consumers two options - to pledge to either
“drink and not drive” or “drive and not drink”.
The aim of Drive Dry is to change behaviour amongst
consumers with regard to drinking and driving.
It also encourages them to make selecting a designated driver an active
part of their social culture, as well as promotes the use taxi services and
public transport when under the influence of alcohol.
brandhouse’s latest call to action came with the launch of
Drive Dry Day at the beginning of June 2013, where brandhouse announced a
commitment to donate R60 000 to South Africans Against Drunk Driving (SADD) if
a target of 3 000 pledges is achieved by 1 July 2013.
“The purpose of Drive Dry is not to stop people having a
good time, but it is to stop people drinking and then driving. Every pledge
counts and makes our roads a safer place,” says Mabasa.