Building on last year’s success, Diageo North America, Mothers Against Drunk Driving (MADD), the NFL, and Uber are teaming up again for the second year of the “Take a Minute. Make a Plan.” campaign. This nationwide initiative encourages sports fans to plan their ride home before kickoff and never drive impaired.
Last year, 88% of NFL fans reported they intended to make a safety plan, resulting in over one million free ride redemptions, including 8.5% from first-time reserve riders. The campaign’s aim is to promote responsible celebration and prevent impaired driving.
This year’s efforts will feature expanded activations, including collaborations with Eater and The Players’ Tribune, local fan events, and digital campaigns with teams like the Eagles, Vikings, Dolphins, and more. The Super Bowl will spotlight the message with murals, digital billboards, and branded transportation, reinforcing safety during football’s biggest celebration.
Fans can visit TakeAMinuteNow.com for resources to help plan safe rides, whether booking Uber, designating a driver, or using public transit. The campaign underscores the shared commitment of all partners to keep fans safe and responsible wherever they celebrate.