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India - Getting party-goers home safely

Driving Campaign Poster for India

In India, statistics show that the most number of accidental deaths in the country are primarily due to drink driving. In recognition of the situation, SABMiller India has launched a campaign that goes beyond spreading awareness of responsible consumption to offer a safe solution.

The campaign, under the brand Foster’s was designed in association with Party Hard Drivers (PHD). The company deals in providing drivers on an hourly basis and can be reached by a phone call. Consumers driving to pubs and bars can call the drivers who safely give them a lift home.

This campaign has proved a success. In December 2009, over 1500 people used the service to transport them home safely.