A long-term global com­mit­ment to re­spon­si­ble al­co­hol con­sump­tion

The Star Late Edition - - NEWS -

EN­JOY Re­spon­si­bly Day, Septem­ber 15th, is our way of shin­ing a spot­light on all the great work that is hap­pen­ing day-in day-out across the world on this im­por­tant sub­ject. Across our busi­nesses we bring this topic to life through mean­ing­ful part­ner­ships with NGO’s, gov­ern­ment agen­cies and lo­cal com­mu­ni­ties; through our brand cam­paigns and in­no­va­tions; and through in­dus­try col­lab­o­ra­tion and as­so­ci­a­tions.

The aim of this global En­joy Re­spon­si­bly Day is to raise aware­ness within our busi­ness about the im­pact of al­co­hol abuse and to work to­gether to make mod­er­a­tion the so­cial norm. Our 85.000 HEINEKEN em­ploy­ees glob­ally are en­cour­aged to take part in a di­verse range of lo­cally rel­e­vant ac­tiv­i­ties on En­joy Re­spon­si­bly Day.

HEINEKEN South Africa's flag­ship brand, Heineken®, has re­cently launched its re­spon­si­ble con­sump­tion cam­paign in a drive to make mod­er­ate con­sump­tion of al­co­hol more as­pi­ra­tional.

‘En­joy Heineken Re­spon­si­bly’ is geared to gal­vanis­ing con­sumers to­wards re­spon­si­ble be­hav­iour change when it comes to drink­ing and driv­ing. At least 20 per­cent of Heineken®’s 2017 an­nual me­dia bud­get spend is al­lo­cated to the cam­paign which is rolling out across mul­ti­ple tra­di­tional and non-tra­di­tional plat­forms in­clud­ing tele­vi­sion, print and dig­i­tal.

Its var­i­ous el­e­ments in­clude a force­ful ‘When You Drive, Never Drink’ mes­sage and the cur­rent TV com­mer­cial fea­tur­ing road safety pi­o­neer and F1® leg­end, Sir Jackie Ste­wart leaves con­sumers with no doubt on this score.

Ruud van den Ei­jn­den, HEINEKEN MD, says, “It re­in­forces our cor­po­rate view that when you’re be­hind the wheel, ab­sti­nence is the only op­tion.”

He em­pha­sises that the ‘En­joy Heineken Re­spon­si­bly’ cam­paign is not just a on­ce­off but the pi­lot of a long-term com­mit­ment, “The cam­paigns are de­signed to ad­dress a new and in­no­va­tive take on our re­spon­si­ble con­sump­tion plat­form and will be ex­panded through dig­i­tal ac­ti­va­tions, PR ini­tia­tives and ac­ti­va­tions.

“HEINEKEN, the world's most in­ter­na­tional brewer, has a long his­tory of en­cour­ag­ing re­spon­si­ble con­sump­tion, and HEINEKEN South Africa is no dif­fer­ent in its ap­proach. We take this role very se­ri­ously as we un­der­stand al­co­hol abuse is a com­plex so­ci­etal is­sue. There is un­for­tu­nately no one-size-fits-all so­lu­tion or ap­proach. Tack­ling this prob­lem re­quires a con­certed ef­fort from mul­ti­ple play­ers in­clud­ing govern­ments, NGOs, con­sumer groups, po­lice forces, leg­is­la­tors, re­tail­ers, ho­tel, bar and restau­rant own­ers and com­mu­nity groups. Our goal is to do our part against al­co­hol abuse and make mod­er­a­tion ‘cool’. We want our brands to be cen­tral to our mod­er­a­tion mes­sage: stay in con­trol of your ac­tions and en­joy your ex­pe­ri­ences.”

Van den Ei­jn­den says ‘ En­joy Heineken Re­spon­si­bly’ is a global brand-led ap­proach launched in 2004. He adds, “Whilst it is the flag­ship of our com­mit­ments, we are of course pro­mot­ing re­spon­si­ble con­sump­tion through­out our brand port­fo­lio. As an in­dus­try leader, we be­lieve we should lead by ex­am­ple, play­ing an ac­tive role in pro­mot­ing re­spon­si­ble and mod­er­ate con­sump­tion of al­co­hol.”

“Many mar­kets have de­vel­oped tai­lored ac­ti­va­tions to spread the mes­sage lo­cally. We also work in part­ner­ship with stake­hold­ers to en­cour­age re­spon­si­ble at­ti­tudes and to un­der­stand and ad­dress al­co­hol mis­use.”

Elab­o­rat­ing on the Sir Jackie Ste­wart TV ad, Van den Ei­jn­den says, “The re­sponse has been great be­cause he is such an iconic rac­ing per­son­al­ity.”

Born in 1939, Sir Jackie was in­volved with cars from an early age. Leav­ing school at 15, (his dys­lexia un­di­ag­nosed un­til much later), he found his per­sonal voice in sport; first as an Olympic-class shot, then in mo­tor rac­ing.

His mo­tor rac­ing ca­reer took off in­ter­na­tion­ally in 1965 when, at Monza, he scored the first of his 27 Grand Prix Cham­pi­onship vic­to­ries. Dur­ing his ca­reer, he was crowned three-time World Cham­pion and achieved a to­tal of 27 vic­to­ries, out of 99 races. In 1988 he formed, with his son Paul, Paul Ste­wart Rac­ing; sub­se­quently, in 1996, form­ing Ste­wart Grand Prix which was sold to the Ford Mo­tor Com­pany in 1999.

Sir Jackie was awarded the OBE in 1972 and was knighted in 2001. He was awarded an Hon­orary Pro­fes­sor­ship from the Uni­ver­sity of Stir­ling and re­ceived eight Hon­orary Doc­tor­ates from US and Scot­tish and English Uni­ver­si­ties. He has re­ceived hon­ours from His Majesty the King of Jor­dan and His Majesty the King of Bahrain.

Formula 1®, which be­gan in 1950, is the world’s most pres­ti­gious mo­tor rac­ing com­pe­ti­tion and is the world’s most pop­u­lar an­nual sport­ing se­ries. In 2015 it was watched by 400 mil­lion unique tele­vi­sion view­ers from over 200 ter­ri­to­ries. The 2016 FIA Formula One World Cham­pi­onship™ runs from March to Novem­ber and spans 21 races in 21 coun­tries across five con­ti­nents.

Un­der­pin­ning this is a Cool@Work pro- gramme to en­cour­age HEINEKEN's 85 000 em­ploy­ees world­wide to be am­bas­sadors for the re­spon­si­ble con­sump­tion agenda within and with­out the com­pany. The pro­gramme also of­fers help to em­ploy­ees with prob­lems in this re­gard.

He adds, “Al­co­holic bev­er­ages can be part of a healthy life­style as long as they are taken in mod­er­a­tion. Mod­er­ate drinkers can en­joy and take pride in drink­ing our HEINEKEN brands.

Our Cool@Work pro­gramme aims to in­form all our col­leagues around the world about the im­por­tance of con­sum­ing al­co­hol re­spon­si­bly, to help pro­mote healthy work­ing con­di­tions and to boost a healthy life­style in gen­eral. Cool@Work pro­vides these facts:

● Al­co­hol low­ers your level of con­scious­ness; even a small amount of al­co­hol in your blood af­fects your level of per­cep­tion and abil­ity to re­spond;

● It takes be­tween one and two hours per glass be­fore your body can rid it­self of al­co­hol. It makes no dif­fer­ence whether your weight is 70 or 100 ki­los;

● Cof­fee does not have a sober­ing ef­fect; it will only serve to fur­ther de­hy­drate you;

● Af­ter drink­ing only two or three glasses of al­co­hol you will gen­er­ally al­ready be at the legal limit of 0.05g per 100ml and breath al­co­hol of 0.24mg per 1000ml;

● If you have been drink­ing heav­ily in the evening, your blood will still con­tain al­co­hol the next morn­ing;

● If you have an ac­ci­dent when un­der the in­flu­ence of al­co­hol, you are per­son­ally li­able;

● Ex­ces­sive drink­ing may lead to se­ri­ous health is­sues in­clud­ing: de­spon­dency, fa­tigue or lower en­ergy level; a de­fec­tive mem­ory; a higher risk of liver dis­or­ders, sex­ual dis­or­ders, mouth can­cer, throat can­cer, can­cer of the oe­soph­a­gus, stom­ach, liver and in­testi­nal can­cer; and,

● Dur­ing long flights trav­ellers are ex­posed to ex­tremely dry air – this means they lose fluid. Drink mod­er­ate quan­ti­ties of al­co­hol and large quan­ti­ties of wa­ter or fruit juice dur­ing your flight.

Ruud van den Ei­jn­den, HEINEKEN MD

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