Captain campaign in music festivals

In France in 2013 Brasseries Kronenbourg ran a partnership with some of the largest music festivals to communicate facts and encourage responsible drinking. Festivals included Francofolies de La Rochelle, Printemps de Bourges, Vieilles Charrues in Carhaix, Garorock in Marmande and Rock-en-Seine in Saint-Cloud. At the Festival Sonisphère in Amnéville, the company provided a shuttle service which ran from midnight to 3am between the festival site and the railway station. The company also established partnerships with student organisations through which responsible drinking toolkits are distributed to young adults at music events and student parties as part of the company’s overall program to raise awareness about responsible drinking. The toolkits contain a breathalyser,a bracelet to identify the “captain” (the person who does not drink during the party) and a flyer on responsible drinking. In addition the captain is offered unlimited soft drinks. In 2013, an event organiser charter (student parties) was launched. This defines rules and commitments that the organiser must sign and respect. This charter includes 11 commitments, and organisers must sign this charter to receive the toolkit.