Häkkinen promoted Join the Pact campaign in the UAE

Nicole Mezzasalma

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Mika Häkkinen visited the Dubai Duty Free and DFS Abu Dhabi stores to promote Diageo’s responsible drinking campaign

Formula 1 driver Mika Häkkinen visited Dubai Duty Free and DFS Group outlets at Dubai International and Abu Dhabi International airport prior to the first ever Abu Dhabi Grand Prix. The former world champion was called by liquor supplier Diageo to promote the importance of the Johnnie Walker Join the Pact campaign, which encourages responsible drinking when driving.

His role as Johnnie Walker global responsible drinking ambassador has already taken Häkkinen to Asia, Latin America and the Caribbean to promote the awareness campaign. Since 2006, the driver has visited 23 countries across four continents to spread the message to never drink and drive.

Häkkinen said: “It is great to come to the UAE and meet with airport staff, passengers and actual consumers. Since I started on this journey with Johnnie Walker, I have understood that drinking and driving is a global issue, and if I can use my profile to raise awareness and help stop one accident caused by drinking and driving, then it is worth it. I would urge everyone to Join the Pact and make that commitment to never drink and drive.”

Diageo general manager Middle East and North Africa Jane Ewing added: “Our partnership with Mika provides us with a powerful platform to communicate the never drink and drive message. In the three years since Mika joined us as Johnnie Walker responsible drinking ambassador, we have had great success meeting consumers, media and officials around the world and we are very excited that Mika has come to the UAE to continue his much valued work and ignite this important campaign and social message.”