A. Le Coq marks its 10th year as a supporter of Raadio Kuku’s “Sober Designated Driver” campaign

On 1 June, Raadio Kuku once again launched its long-standing “Sober Designated Driver” campaign. For 30 years, the radio station has encouraged people celebrating Midsummer to make responsible choices, with the aim of preventing drunk driving and reducing traffic risks. A. Le Coq has supported the campaign for the past ten years.

According to Priit Vare, Head of Duo Media’s radio stations, a sober designated driver is someone who remains sober themselves and steps in when necessary if another person intends to get behind the wheel after consuming alcohol or other intoxicating substances. “Kuku has carried this message for 30 years because the risk is especially high in the lead-up to Midsummer. Radio’s strength lies in the fact that we can reach people with such an important message in their everyday moments – in the car, at work, at home, and while heading off to make Midsummer plans,” Vare added.

A. Le Coq’s Facebook group “Selge Grupijuht – jaanipäeval 0 kraadi” is once again active during the campaign, sharing ideas for alcohol-free Midsummer drinks and offering additional prizes.

According to Mari-Liis Õunapuu, Communications Manager at A. Le Coq, “Sober Designated Driver” is an important initiative that reminds people that safe holidays begin with conscious choices. “Midsummer is a time for being together, but it is just as important to make sure everyone gets home safely. That is why we believe it is important to support a campaign that raises awareness of responsible choices and encourages people to agree in advance on who will be the designated driver in their group,” said Õunapuu.

People can register as a sober designated driver from 1 to 18 June on the Kuku website and at eight registration points across Estonia. Those registering on site will receive a campaign car sticker, a certificate of participation, and a non-alcoholic drink. The first participants to register will also receive a Carglass chip repair sticker. More information about the registration points and their opening hours is available on Raadio Kuku’s website.

The campaign is open to Estonian residents aged 18 and over who hold a valid category B driving licence. All properly registered participants will be entered into a prize draw, which will take place live on Raadio Kuku on 19 June. The prize pool includes awards provided by the campaign’s supporters.