SABMiller RUS is implementing a new social campaign against irresponsible alcohol consumption (Translation)
17 January 2011
13 January 2011, Moscow, Russia
100 posters of the social advertisement «Alcohol and driving are incompatible», consisting of 6x3 m billboards, have been placed on the main highways and streets of Moscow city center. The campaign is created in cooperation with the media agency MediaSelection and the outdoor advertisement provider «Vera & Olymp» and will be implemented from January 1st through January 31st, 2011.
SABMiller RUS as well as its parent SABMiller Plc strongly appeals against irresponsible alcohol consumption, including excessive alcohol consumption, alcohol consumption while driving and alcohol consumption by minors. The company has often participated in projects run by the Union of Russia's Brewers to prevent the alcohol sales to minors. This time, in regards to the New Year's celebrations, the decision was made to promote responsible alcohol consumption among Moscow drivers.
The image of an empty rumpled beer can with a car drawn on it was created by designer Daniil Melkikh who participated in the previous social campaign by SABMiller RUS that was also targeted at the responsible consumption of alcohol, including beer. The previous campaign was led by famous Russian designer Artemiy Lebedev and had a contest for a best social poster on the topic of responsible alcohol consumption. Over 700 contestants, including professional advertisers and young designers and bloggers submitted their works. The best ones were a part of an exhibit at the «Vinzavod» gallery in Moscow.
Kirill BOLMATOV, Director for corporate affairs and government relations, SABMiller RUS:
«I believe that we, as a responsible company, can and must take specific steps to draw society's attention to the necessity of a change in the situation with hard drinking. We also hope that the social advertisement campaign by SABMiller RUS will help to overcome the society's indifference».
SABMiller RUS is a subsidiary of one of the world's leading brewing companies SABMiller plc. In Russia the company has operated since 1998, when its first brewery in Kaluga was launched. For 11 years of successful operations in Russia overall corporate investments exceeded $700 million. Today there are over 2000 employees across the country and three production sites: in Kaluga, Vladivostok and Ulyanovsk. Company portfolio comprises such well-known international brands as Miller Genuine Draft, Pilsner Urquell, Velkopopovicky Kozel, and beloved local premium «Zolotaya Bochka», «Try Bogatyrya» and "Vladpivo" beer brands. Within the bounds of the Sustainable development program SABMiller RUS implements projects of responsible alcohol consumption, environmental protection and development of local communities, including the support to entrepreneurship development which stimulates the growth of local economy and assists in now jobs creation in the regions of company's operations.
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This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [13/01/2011].