For decades, SABMiller subsidiaries have been developing and implementing programmes aimed at discouraging irresponsible drinking. We make every effort to ensure these programmes are communicated as clearly and effectively as possible in our markets.
‘Draw the Line’ in South Africa
The ‘Draw the Line’ campaign, launched in October 2005, incorporates consumer messages overtly discouraging drinking and driving, underage drinking and drinking when pregnant. The campaign includes television, billboard and radio coverage, and point of sale material at over 40,000 outlets.
‘Let’s talk’ in the USA
As part of its ‘Live Responsibly’ campaign our Miller Brewing Company in the US has a three-pronged strategy that focuses on preventing underage access to alcohol, effective self-regulation and safe roads.
The company recently launched an updated guide for parents to help them discuss responsible choices with their children, particularly those in the 14-21 age bracket. Written with the assistance of experts in education, family therapy, law enforcement and student health, the ‘Let’s keep talking’ booklet provides pointers for discussions about ‘smart decisions’ about alcohol, as well as guidelines on the types of questions parents should ask.
The booklet, which is based on the earlier version, ‘Let’s Talk’, also contains information on how to prepare kids for life at college, the laws governing under-age drinking and the risks of alcohol abuse. So far more than 36,000 copies of the document have been distributed through community organisations, Miller’s own distribution network and via the web, where downloadable PDFs are available
(www.millerbrewing/com/liveresponsibly).
Dealing with excessive drinking in the Czech Republic
Our Czech subsidiary has used SMS messaging and music to reach young people (above the legal drinking age). With this system young people were able to input their alcohol consumption and personal physical details and from this they received an individual report by SMS with the relevant blood alcohol limit and the potential risks of consumption. The information was provided by a medical, not-for-profit organisation.
Targeting peer pressure in Romania
Our subsidiary in Romania has partnered with the University of Bucharest to launch a programme targeted at young people (over the legal drinking age) who may be under peer pressure to drink excessively. It outlines the personal, social and health costs of excessive consumption for individuals, families and society.
SABMiller Head Office gets involved in the UK
SABMiller plc donated money to Addaction, a United Kingdom drug and alcohol treatment charity, to fund an educational pack which aims to help young people to make informed choices about alcohol and educate them about alcohol misuse. This is the first time that Addaction has undertaken a project in partnership with an alcohol beverage producer.