Enjoy Beer Responsibly

In Germany, “Bier Bewusst Geniessen” (“Savour Beer Responsibly”) is a long-running umbrella campaign run by the Deutscher Brauer-Bund that includes a programme to deter driving, especially amongst young people. The website www.ddad.de is targeted mostly at young drivers and provides, among others, key statistics and information, interactive games and a contact forum whereby young people are also encouraged to create ‘party patrols’ that inform others about the consequences of drink driving. The campaign was renewed in May 2014 by addressing apprentices in professional schools who are being taught in so called DDAD Academy-Courses.
Also in Germany, “Geklärt, wer fährt!” is a designated-driver programme by AB Inbev that uses a peer education approach of addressing and training of the target group by other young adults. The campaign encourages young drivers between 18 and 25 years old to commit to a zero drink-drive limit and take on the role of a responsible driver. The young drivers are trained by the German Automobile Association (ADAC). In 2013, the company also integrated the message of “Geklärt, wer fährt!” into the brewery tours script, so every visitor is reminded not to drink and drive, and also a new homepage was introduced.