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Expectant Polish mums can hardly miss the responsible drinking messages of Kompania Piwowarska

We made a public commitment to carry responsible drinking messages on our packaging across all our businesses by 2018.

In Poland, our business Kompania Piwowarska (KP) has been pushing hard to spread the word about the importance of not drinking while pregnant, working under the patronage of The Parliamentary Women’s Group and with the support of Fastryga, an NGO that deals specifically with problems around foetal alcohol syndrome.

A warning about drinking while pregnant is now visible on many beer packs, bottles and cans sold by KP and its fellow members of the Polish Brewers Association. It has also appeared on promotional packs of non-alcohol consumer products that contain free samples for pregnant women, as well as in pregnancy and parenting guides. In addition, KP published an educational wall calendar that was distributed free to more than 3,000 gynaecological surgeries and birthing classes across Poland.

To mark International Foetal Alcohol Syndrome Day on 9 September 2013, a special press briefing and seminar was organised, with the title ‘Zero Tolerance for Drinking During Pregnancy’. The event was accompanied by the launch of educational material for pregnant women, which is being distributed across Poland.

Internet-based activities have included the use of the messages on Facebook pages promoting KP brands, collaboration with the Polish web portal for mothers emaluszki.pl, and a dedicated website – wciazyniepije.pl – where visitors can pledge their support to the campaign. The Polish language version of SABMiller’s TalkingAlcohol.com website also contains a sub-page from which educational materials, such as posters and leaflets, can be obtained.

As a result of these efforts, consumers in Poland have the highest spontaneous recognition of the pregnancy responsible drinking messages within the European region, at 18%. The level of prompted recognition, at 48%, was second only to that recorded in the UK at 54%.