Innovative HEINEKEN campaigns tackle drinking and driving

Innovative HEINEKEN campaigns tackle drinking and driving

Multimedia from this Release

Wednesday, June 18, 2014 - 9:00am

CAMPAIGN: Responsible Consumption

CONTENT: Article

Drinking and driving remains a serious concern for HEINEKEN. In Serbia and Italy, two innovative campaigns have been attempting to address the issue.

In Serbia, the simple tagline ‘Guys, who drives home?’ was used to raise awareness among 18-30 year olds, the group most likely to drive after drinking. Another element of the campaign involved promoting the use of public transport as a safe alternative. The Public Transport Company (GSP) proved to be an effective stakeholder to spread the message to a wide audience by placing the campaign posters at a number of stops.

HEINEKEN Serbia used a multi-platform approach to get the same message across at the Belgrade Beer Fest in August 2013. Leaflets, online and print media, even special HEINEKEN-marked buses were all used to reach the more than 700,000 people who attended the five-day affair.

A similar campaign run by HEINEKEN Italy in 2013 encouraged the use of public transport by young people after a night on the town. As part of the ‘Good Morning Milano’ campaign promoting responsible consumption, HEINEKEN collaborated with the Milan Municipality, the city’s public transportation company, and consumer association Movimento Consumatori to distribute 80,000 maps of the night bus system throughout the busy months of May, June and July. This was done to make consumers aware of the 24-hour buses available on weekend evenings. The campaign also encouraged users to upload their best Milan photos to the website, images taken from dusk to dawn.

The effectiveness of the campaign was clear: more than 6,000 page views to the Good Morning Milano website, and coverage in more than 70 articles.

Click here to learn more about our approach to responsible consumption.

Brewing a Better Future: It is HEINEKEN's strategy for creating shared, sustainable value: for our company, for society and for the planet. And it is fundamental to how we do business. Developed with our stakeholders and based on insight into global trends, our strategy focuses on the four areas where we can make the biggest difference: water, CO2, local sourcing and responsible consumption. These are underpinned by our values and behaviours: living our values, leading by example, and working together to make a difference.