As part of their new “Play-A-Part” initiative, E! Entertainment has teamed up with Sean "Diddy" Combs and CÎROC Vodka to create a multi-platform public action campaign that promotes drinking responsibly and offers a solution for people to find a safe ride home. E!‘s Drive Safe campaign includes on-air spots that feature some of today’s hottest celebrities at a popular Hollywood nightclub, as well as easy online and wireless access to taxi services across the country.
“E!’s public action campaigns are designed to provide viewers with the resources they need to make a positive social change,” said Suzanne Kolb, Chief Marketing Officer of E! Entertainment and The Style Network and General Manager of E! Online. “E!‘s Drive Safe campaign goes farther than simply saying ’drunk driving is bad.’ It provides a real solution for viewers to enjoy their social lives but still be safe. Sean ‘Diddy’ Combs and CÎROC Vodka share our passion for generating awareness and action on this issue and helped bring enormous star power to the campaign.”
“CÎROC Vodka is an ultra-premium luxury vodka which epitomizes the ‘Art of Celebration,’” states CÎROC partner, Sean “Diddy” Combs. “I believe that it is important to promote responsible drinking and generate public awareness on the necessity of designating a driver. With the help of some great celebrity friends and E! Entertainment, we were able to create a campaign that will resonate with viewers and ultimately drive home the message that any designated driver is a star. If you plan to drink, plan a cab or safe ride home.”
Celebrities featured in the campaign include Sean “Diddy” Combs, Eva Longoria, Tommy Lee, Wilmer Valderrama, and Gabrielle Union, as well as Holly Madison and Bridget Marquardt from E!‘s “The Girls Next Door” and Catt Sadler, Debbie Matenopoulos, Sal Masekela and Ben Lyons from E!’s “The Daily 10.” In the spots, the celebrities surprise club-goers who are about to head home and offer to give them a lift.
The key message of the campaign is to make smart decisions after a night of partying and that “any designated driver is a star.” To ensure that viewers can make that smart decision easily, people are encouraged to log on to E! Online.