Partner Highlight
TAKE A MINUTE. MAKE A PLAN.
In its second year, the “Take A Minute. Make A Plan.” (TAMMAP) campaign demonstrated the power of collaboration to advance one shared mission: ending impaired driving. MADD in partnership with Diageo , Uber , and the National Football League (NFL) , joined forces for advocacy, transportation, corporate leadership, and professional sports to reach millions of football fans nationwide with a simple but lifesaving message: plan ahead for a safe ride home. Running throughout football season and culminating around Super Bowl celebrations, TAMMAP became one of the most visible public safety campaigns in the country. Together, the partners leveraged their unique platforms and audiences to amplify responsible decision-making through digital advertising, stadium displays, rideshare integrations, broadcast media, billboards, public transit, and fan activations. The partnership’s strength was reflected in its ability to meet fans where they were — at games, concerts, tailgates, watch parties, and on the road home. Through Uber, fans were encouraged to use discounted rides on game days, helping remove barriers to safe transportation. Super Bowl week activations further brought the message to life through branded transportation experiences, interactive fan engagements,
and on-site reminders that taking one minute to plan ahead can save lives. By combining the reach of nationally recognized brands with MADD’s mission- driven advocacy, the second year of TAMMAP showed how cross-sector partnerships can create meaningful cultural impact, elevate public awareness, and inspire safer choices during some of the nation’s biggest celebrations. Learn more at: give.madd.org/takeaminutenow
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