Reducing underage drinking
For many years we have worked with local partners to reduce underage drinking through tailored, multifaceted campaigns.
In Peru, the Sólo + 18 ('Only 18+') campaign run by Backus used a combination of celebrity endorsement, advertising, social media and point-of-sale materials to reach over 12,000 young people. It was recognised as the most effective marketing communications campaign for non-commercial purposes at Peruvian Effie Awards.
For two years we worked with the UK-based think-tank, Demos, to examine youth binge-drinking. A study of 30,000 children – Under the Influence – found that some parenting styles make a child more than eight times more likely to drink excessively by the age of 16 and highlighted the role we can play in educating parents.
We work with a range of stakeholders, including law enforcement agencies, to develop locally relevant programmes aimed at consumers who choose to ignore national laws on drinking and driving.
In India, our Respect the Road campaign works with taxi drivers in Delhi to encourage consumers not to drink and drive while a local radio station urges listeners to take an on-air pledge. Social media has also played a part: the campaign's Facebook page has more than 20,000 fans.
Plzeňský Prazdroj in the Czech Republic has promoted the message by creating chill-out zones at summer festivals and offering advice to potential drivers about alcohol consumption and drink-driving. Piloted at three festivals during the year, the concept will be extended to a further 10 festivals during 2013, reaching around 150,000people.
In the USA, MillerCoors has helped more than 3.2 million people with free rides, taxicab services or other opportunities to drink responsibly and participate in a safe-ride-home programme since it established its Free Rides™ programme 25 years ago.
Enlisting the support of retailers to reduce harmful drinking
Retailers and staff at licensed premises are vital in preventing underage sales and excessive drinking and in protecting communities from alcohol-related antisocial behaviour. Our close relationship with retailers enables us to work effectively with them on these issues.
In the UK, our Scholars programme has provided an Award in Responsible Alcohol Retailing (ARAR) to over 3,000 licensees and bar and counter staff covering licensing law and strategies for dealing with underage sales or intoxicated customers.
In Ghana, our Responsible Retailing programme works with experts from the Health and Work Environment Agency on issues such as alcohol's effect on the body, underage drinking, excessive drinking, and alcohol and pregnancy.
In Colombia, as part of the Alianza +18 ('18+ Alliance') campaign we work with key trading associations, large supermarket chains, and retailers and other sites where alcohol is sold to encourage retailers to request legal ID before selling alcohol.
In Uganda, Nile Breweries Limited received the best road safety campaign award, organised by the national police and MUNK Communications Ltd, in recognition of their campaigns discouraging drink-driving. Their retailer includes topics such as not serving intoxicated clients or pregnant women and preventing drink-driving. The programme aims to reach over 6,000 small retailers.
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