Drink DrivingOther drink drive initiatives
In addition to some of the traditional campaigns and programs involving non-alcohol beer and new media tools, brewers over the period of the Beer Pledge have also supported a number of other initiatives and even stunts designed to draw people’s attention to the problem of drink driving. These initiatives have often used innovative methods to catch people’s attention, all with the objective of contributing to the objective of reducing drink driving and the accidents and fatalities that can be caused by this abusive behaviour. Many initiatives also focus on specific road users, in particular younger drivers but also riders of specific vehicles such as motorcycles.
Addressing two-wheeled road users
In 2013 for example the Portuguese Brewers (APCV) supported an initiative by the Portuguese Foundation of Youth, “Campanha Segurança Sobre Rodas” (“Safety on Wheels Campaign”) with the objective to promote road safety by raising the awareness of young people, from 16 to 18 years old, who travel on two wheels on the road, especially the ones driving motorcycles. This was achieved by teaching citizenship and prevention of risky behaviour, creating a culture of prevention. The ultimate aim was to avoid accidents and increase compliance with the traffic regulations. The target groups werere pedestrians, cyclists, motorcyclists and passengers and the message is that it is possible to use the two wheels safely.
Utilising brands to deliver the messages
In Denmark, to mark the first Global Beer Responsibility Day (GBRD), a worldwide initiative to highlight collaborative efforts to promote responsible beer consumption and address alcohol misuse, with a striking message against drink driving. In Copenhagen, the Carlsberg Group’s iconic 10-metre logo at the top of its 21-story head office building was modified to remove the “Car” from “Carlsberg”, emphasising the Group’s anti-drink-driving stance. In association with the local taxi app DriVR, the local Danish operations also provided discounted taxi rides home for anyone out enjoying a drink in the capital. Carlsberg trucks’ tailgates also provided a direct message for car drivers: “Drink with respect – park the car”.
In Sweden in 2012, Carlsberg also collaborated with the Swedish Road Transport Administration, in an action where guests at restaurant chain Harrys were met by a startling installation of a car crashed into a wall. Touring Harrys restaurants for three months, the installation aimed to get people to stop and think, whilst also carrying information on the risks of drink driving. In the bar guests received non-alcoholic drinks, including mineral water with the ‘don’t drink and drive’ message. A petition website – http://www.jagtaransvar.se – also gathered Swedes committed to not taking the wheel intoxicated.
In Lithuania, “Grave of a drunk driver” was a nationwide “Do not drink and drive” campaign supported by Lietuvos Aludariu Gildija (the Lithuanian Brewers Guild), executed in the biggest Lithuanian cities – Vilnius, Kaunas and Klaipeda – over the summer of 2013. The activity included the installation of artificial graves in the streets famous for night-life. The artificial graves in the middle of the street provided an area for a live-performance for the whole day and had wide spread coverage in Lithuanian media. The graves carried signs “I was drinking before driving”. The goals and ideas of the campaign were introduced in a press conference for national media, generating press coverage, whilst around a thousand people engaged with the campaign on Facebook by sharing or commenting on pictures of the campaign.
Another initiative supported by the Guild in Lithuania was a social experiment “Drunk Driver – Respond or Ignore?” – in which two tests were carried out: public opinion polling and a unique experiment in the street. The poll by Spinter Research on a representative sample of the population asked people how they would respond if they witnessed a drunken driver. The results showed that 54% of respondents said they would call the police and 42% said they would try to talk the driver out of driving, showing a high degree of responsible behaviour. But the outcome of the filmed experiment was quite different. In the experiment an actor playing an intoxicated driver walking slowly towards a car, having problems opening the vehicle’s door and then turning on the engine with great difficulty. The public’s reactions were secretly recorded, with 323 different people from 6 different locations captured. Contrary to promises of responsible ‘good citizen’ behaviour conveyed in the survey, very few intervened in the real-life situation, with only 16% of the passers-by taking steps to stop the drunken driver. The active passers-by called the police, tried to discourage the intoxicated driver from driving, or even forcefully tried to restrain him. Other people either failed to notice or chose to ignore the situation, instead watching him prepare to drive away. The most active responders were senior citizens (25% above 64 years of age), whilst the most passive were youth (7% under 24 years). Those who drive themselves were more prone to spot another potentially intoxicated driver, whilst pedestrians were less prone. The experiment was filmed and shown to create awareness of the worrying public indifference. This social experiment aimed at capturing public attention and promoting a responsible approach to drink driving. Members of the Guild committed to include a “don’t drink and drive” logo on the labels of their production.
Meanwhile in Latvia, in the summer of 2013, Aldaris supported the drink drive campaign organized by the State Police, Road Traffic Safety Directorate of the Republic of Latvia, and Ministry of Transport: “About drunk drivers good or nothing…”. The aim of this campaign was to motivate every traffic participant to consider whether it is worth drinking and driving, as the penalty system provides huge fines and can leave unpleasant consequences for the rest of one’s life. During the campaign, drivers and other road users were approached through video clips and video advertisements, as well as a public funeral table for drunk drivers being laid in the centre of Riga.
In Estonia, hard hitting messages were included in a summer 2015 branded campaign of Saku in collaboration with the Estonian Social Insurance Board with the catch phrases ”Don’t touch the wheel while drinking!” and ”You won’t crawl behind the wheel wasted!” in the Estonian language. The campaign celebrated 20 years of the “Rock” brand and the aim was to encourage people to share their stories of the brand. The main prize was a Mercedes G-class jeep, which featured in the campaign video. In July 1-4, 2015 during the annual beer festival ‘Ollesummer’ in cooperation with local police and event organizers, participants of the festival were able to take free of charge alcohol breathalyser tests as a way to deter drunk driving after the festival. The campaign page was visited by 1,146
users and the total number of stories submitted was 521.
In Belgium and the Netherlands, where the BOB designated driver campaigns are well established, individual brands are also supporting the messages against drink driving. In the Netherlands AB InBev ran in 2012 in Breda the “stay fresh” campaign, in co-operation with the police of Central and West-Brabant, Safe Traffic Netherlands (Breda), Peutax and the government of Breda, to reduce alcohol-related traffic accidents. It was aimed mainly at sports people having a drink after the match. In Belgium on the other hand a full digital national media campaign by AB InBev took place during the last weeks of December 2014 with the key message: Ho Ho Ho – Don’t Drink & Drive – Chauffeurs Know Why – Jupiler (Ho Ho Ho – Niet Drinken & Rijden – Chauffeurs weten waarom). The target group was young men 18 – 34 and the message was shown 13 million times.