82% of employees who attended an interactive 'DRINKiQ' session said it made them feel better equipped to have conversations about responsible drinking with their friends and family
The Challenge
Diageo understands the role that its brands play in the life of so many, but also acknowledges that, like many other products, when misused, alcohol can lead to individual and social harm.
Through DRINKiQ it aims to make a significant and sustainable impact on society's understanding of responsible drinking, particularly among its 23,000 employees.
Our response
We helped Diageo establish a series of interactive workshops to 'develop a conversation' between employees and the company. We wrote and designed an employee handbook that acted as the core reference material for the sessions. We paid particular attention to the tone of voice and look and feel of the employee materials. Not only did they need to 'cut through' a crowded internal communication landscape, but they needed to speak to readers in a fun and engaging way, yet convey the serious nature of the topic. Use of the handbook was tested within a pilot workshop and the tone, look and feel has since been extended across a range of other collateral.
The results
In just 10 months, nearly 6,000 employees worldwide had attended a DRINKiQ workshop with plans in place for all employees to attend a session in the following 12 months. In a follow up survey, 82% of employees said attending a DRINKiQ session made them feel better equipped to have conversations about responsible drinking with their friends and family.
