We can all be parents
In recent years underage drinking has become a major concern for Colombian society. As the country’s largest brewer, SABMiller’s Colombian subsidiary, Bavaria, launched a campaign called “Todos podemos ser padre” (“We can all be parents”) in January 2006.
The campaign’s purpose was to persuade retailers not to sell alcohol to minors. Conducted in partnership with the national retail federation, FENALCO, the country-wide media campaign was supported by point-of-sale materials and training for retailers. A central aim of the campaign was to enforce the laws against selling alcohol to underage people. The national police played an important part in taking the campaign forward.
With further support from the city’s mayor, the results were apparent in the capital, Bogotá, within a year. Other local governments are now becoming involved as the campaign extends to different regions of the country.