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The First Lady joins the campaign Súmate, Solo+ 18 (Translation)

4 January 2012

- The Facebook campaign has more than 6,900 followers

Lima, December 30th, 2011 - The First Lady of the nation, Nadine Heredia, joins the campaign "Súmate Solo+18: Promoviendo la venta responsable," that wants to fight against the selling and consumption of alcoholic beverages by minors. This initiative, supported by Backus, is developed within the framework of the 10 priorities of Sustainable Development of the company.

The goal of this campaign is to raise awareness among the population about the importance of minors not consuming alcohol and responsible selling. On the subject, Nadine Heredia pointed out "she joins this social campaign with the goal of protecting the young's health and rescue the values that should be the priority in our society."

This communication campaign considers activation in every field: TV, radio, press, digital media, billboards in strategic places, internal communication, BLT activations and work in selling points. The digital platform to add to the campaign will be done through the Facebook page Facebook/SumateMas18 and it is present in Twitter.

It is worth mentioning that this campaign has allies like important national media companies, such as Frecuencia Latina, America Televisión, Panamericana Televisión, ATV, Global TV, Grupo RPP, Corporación Radial del Perú, Epensa (Correo), Grupo El Comercio, Media Networks y las revistas Caretas, America Economía, Semana Económica, Stakeholders, Negocios Internacionales de Comex Perú, Empresas & Negocios de la Cámara de Comercio de Lima y Management Society.

For Backus, this campaign of responsible drinking is a priority and wants to promote the work with parents and civil society so they assume their role in the prevention and surveillance; from the authorities, so they can carry out their control and regulatory role; and with selling points, to avoid the selling of alcohol to minors.

For more information, contact:
Cecilia Quevedo
Backus External Communications - 311-3000
Yohana Medina
Llorente y Cuenca - 222-9491

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on 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 [30/12/2011].

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