Other Peruvian sporting, cultural and gastronomic stars lending their weight to the campaign include former top 20 tennis player Jaime Yzaga, the chef and TV personality Sandra Plevisani, and most recently the great Juan Diego Flórez, Peru’s first world-class tenor. Like all parents, these stars want to protect their children and they have committed to the campaign because they understand the importance of promoting responsible drinking.
The ambassadors actively participate in Solo +18 events and make unannounced visits to retail outlets. These visits are part of the campaign’s ‘mystery shopper’ programme, which has expanded over the last two years to include five districts around the capital city, Lima. The campaign has also attracted the support of key opinion leaders such as the First Lady and the Mayor of Lima, along with 65 local and regional government bodies.
The campaign has achieved high national impact, with more than 1,000 reports in Peru’s media, which has also offered free campaign publicity amounting to more than US$500,000. The campaign’s 360° activation includes not only TV and radio airtime, but also an extensive online online presence, including its own Facebook page and dedicated Twitter campaign. The campaign’s supporting celebrities star in dedicated TV adverts.
The campaign enjoys 70% nationwide awareness, with 64% of respondents associating Backus/SABMiller with ‘promoting responsible consumption’. Furthermore, the campaign’s impact earned it a gold award in the ‘Best Non-Commercial Campaign’ category at the Effie Awards in 2012.