Responsible consumption messages as part of sponsorship activities

In Finland, responsible consumption messages are shown as part of sponsorship activities of one of the most well-known Ice-hockey teams in Finland, HIFK. The banners for the beer brand KOFF at the ice rink of the HIFK home arena are updated to promote responsible drinking. The banners are clearly visible in the arena with the message “Korkkaakohtuudella”, which stands for moderate consumption. In 2015, around 100000 people were reached on premise and additionally on nationwide TV-coverage on sports related news broadcast.