Pernod Ricard Korea, the local unit of the global beverages group, launched a campaign against drunk driving Monday in Seoul as part of the France-based company’s worldwide initiatives.

The maker of Absolut Vodka and Ballantine’s whisky has been laying out its “smart driving” campaign here since 2007, aiming at reducing alcohol-related car accidents and promoting a sound drinking culture. This year, it declared May 23 “Responsib’ALL Day” to show its commitment and invoke public awareness. 

In an event at Yongsan Station in central Seoul, about 1,000 people gathered to display placards and posters saying “Don’t Drink & Drive.” The participants include Pernod Ricard employees, civic group members, government officials and representatives of the Smart Driving Foundation, which the liquor maker established last year to prevent drunk driving.

“As the world’s co-leader in wines and spirits, it is our duty to set a good example,” said Frank Lapeyre, chief executive of Pernod Ricard Korea. “We believe that preventive actions and education are the best tools to combat drink driving.”

The event coincides with Pernod Ricard’s anti-drink driving drive involving its 18,000 employees in 70 countries including the U.S., Italy, Hong Kong, Vietnam, Peru and New Zealand.

The Korean operation said it is conducting the campaign via social networks such as Twitter and Facebook on which its workers will post their commitments.

By Shin Hyon-hee (heeshin@heraldcorp.com)