AB InBev pro­motes safe driv­ing on Chi­nese roads

Gi­ant brewer launches pro­gram aimed at re­duc­ing harm­ful use of al­co­hol in Shang­hai

China Daily (Canada) - - BUSINESS - By ZHONG­NAN in Shang­hai zhong­nan@chi­nadaily.com.cn

An­heuser-Busch InBev SA/ NV, the world’s big­gest brewer by sales, has launched a pro­gram aimed at re­duc­ing the harm­ful use of al­co­hol in Shang­hai to pro­mote safe driv­ing on China’s roads.

AB InBev co­op­er­ated with Shang­hai Traf­fic Po­lice Corps, the China Al­co­holic Drinks As­so­ci­a­tion and the Shang­hai Traf­fic En­gi­neer­ing As­so­ci­a­tion to start the pro­gram “Zero Il­le­gal Acts, Zero Drunk Driv­ing,” which also fea­tured the pre­miere of Bud­weiser’s 2016 pub­lic ser­vice film, Noth­ing to Chance.

Chi­nese ten­nis play­ers LiNa and Jiang Shan, Bud­weiser’s new Smart Drink­ing Am­bas­sadors, at­tended the event along­side other ac­tors from the film and 200 vol­un­teers. These at­ten­dees held “Smart Drink­ing” signs, en­cour­ag­ing the pub­lic to be smart drinkers.

The name Li Na is syn­ony­mous with ten­nis, but apart from her fame on the ten­nis court, she has de­voted her­self to pub­lic ser­vice. To add to Li’s ex­ten­sive pub­lic ser­vice work, in 2016 she took on the role of Leave ex­ec­u­tive pro­ducer of Bud­weiser’s Smart Drink­ing themed pub­lic ser­vice film, and also starred in the film.

Told from the per­spec­tives of celebri­ties, lawen­force­ment of­fi­cials, vic­tims of drunk driv­ing, and driv­ers, Bud­weiser’s pub­lic ser­vice film tells four true sto­ries and tes­ti­monies of “Leave Noth­ing to Chance”.

Road traf­fic ac­ci­dents are the eighth lead­ing cause of death world­wide and the big­gest cause of death for peo­ple aged be­tween 15 and 29, ac­cord­ing to the UN World Health Or­ga­ni­za­tion, which es­ti­mates that road traf­fic ac­ci­dents will be­come the fifth cause of death by 2030 if noth­ing is done to im­prove driv­ing safety.

Wang Meigen, deputy com­mis­sioner of the Shang­hai Traf­fic Po­lice Corps, said that the rea­son for rolling out this “Zero Il­le­gal Acts, Zero Drunk Driv­ing” pro­gram is to fur­ther so­lid­ify progress in de­ter­ring traf­fic vi­o­la­tions, es­pe­cially drink­ing and driv­ing.

As part of the pro­gram, Shang­hai Traf­fic Po­lice Corps will step up ef­forts to stop drunk driv­ing city­wide, in­clud­ing the im­ple­men­ta­tion of ran­dom check­points at lo­ca­tions and times with high oc­cur­rences of driv­ing un­der the in­flu­ence, as well as the broad­cast­ing of live in­ci­dents.

Mean­while, the writ­ten test for ob­tain­ing a driver’s li­cense in Shang­hai will now in­clude con­tent aimed at en­hanc­ing driv­ers’ aware­ness of the dan­gers of drunk driv­ing.

Jean Jereis­sati, pres­i­dent of AB InBev, said for the past nine years, AB InBev has been con­sis­tently ad­vo­cat­ing re­spon­si­ble drink­ing in China, and en­joyed the sup­port of rel­e­vant gov­ern­ment ad­min­is­tra­tions and con­sumers in its ef­forts to do so.

“We are proud to up­grade our mes­sage of ‘Re­spon­si­ble Drink­ing’ to ‘ Smart Drink­ing’. We hope that by fos­ter­ing a smart drink­ing cul­ture, con­sumers are en­cour­aged to change their be­hav­iour through so­cial norms and make right choices at all times,” said AB InBev Pres­i­dent Jereis­sati.


Rep­re­sen­ta­tives from AB InBev, the China Al­co­holic Drinks As­so­ci­a­tion and some Shang­hai agen­cies launch the pro­gram “Zero Il­le­gal Acts, Zero Drunk Driv­ing” at the Bund in Shang­hai.

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