K-LEE-DECK Chill-Out Zone at summer festivals
In 2012 PlzenskyPrazdroj, in cooperation with Sananim, an NGO, expanded its digital tools promoting responsible drinking by introducing the K-LEE-DECK Chill-Out Zone at summer festivals in the Czech Republic. A branded tent and the Promile mobile application Info were used at summer festivals to highlight responsible drinking, and visitors could also undergo breath tests to check their BAC level using a professional tester for free. This service addresses binge drinking and preventing drink-driving. Over 4,000 breath tests were carried out and over 10,000 disposable breath analyzers were distributed in 2012. In 2013, the European CSR Award nominated part of the programme aimed at preventing irresponsible drinking at music festivals for a prize. An independent jury of experts from NGOs, government and industry awarded it second place, ahead of 34 other projects from 27 large companies. In 2015, 8,530 people were reached on Facebook and 5,894 people engaged with it. In 2019 the service continued as a Promile Info zone and almost 23,000 people were reached by it at 16 festivals. In 2022, almost 5,000 individual breath tests were carried out at 11 festivals.