AB InBev pro­motes traffic safety to­gether with lo­cal gov­ern­ments

Global Times – Metro Beijing - - ENTERPRISE -

This year’s Na­tional Traffic Safety Day was marked by An­heuser-Busch InBev (AB InBev) in col­lab­o­ra­tion with the Shang­hai Pub­lic Se­cu­rity Bureau in Shang­hai on Fri­day and with the Pub­lic Se­cu­rity Bureau of the Ti­bet Au­ton­o­mous Re­gion in Lhasa on Sun­day. It aims to raise pub­lic aware­ness to­wards safer travel.

AB InBev is an ac­tive pro­moter for traffic safety and has par­tic­i­pated in the Na­tional Traffic Safety Day for years. “With firm sup­port from China’s traffic po­lice, we’ve fo­cused our ef­forts on the road, ve­hi­cles, and peo­ple to help pro­mote safe travel for years,” Frank Wang, vice pres­i­dent of AB InBev, APAC said. “Ei­ther by spread­ing ‘don’t drink and drive’ aware­ness to the pub­lic or by work­ing with aca­demic or­ga­ni­za­tions to im­prove road safety, we’re al­ways striv­ing to make our travel safer.”

As a beer com­pany with a strong sense of so­cial re­spon­si­bil­ity, AB InBev knows the harm of drink­ing and driving. There­fore, since 2008, the brewer has been com­mit­ted to pro­mot­ing ideas of “smart drink­ing, don’t drink and drive,” and work­ing with gov­ern­ment agen­cies, pub­lic fig­ures, aca­demic or­ga­ni­za­tions, and busi­ness part­ners dur­ing the cam­paigns against drink­ing and driving.

For 11 years, AB InBev has spread such aware­ness cam­paigns to nearly 50 cities across China. As China’s first post-mil­len­nial gen­er­a­tion turns 18 years old this year, AB InBev has also ex­panded the tar­get groups of the cam­paigns to the new gen­er­a­tion by us­ing their com­mon lan­guage to tell stories to pro­mote safer travel. The brewer in­vited China’s act­ing tal­ent Zhang Yis­han and of­fi­cers from the Shang­hai traffic po­lice to act in the film The Fu­ture You, to raise pub­lic aware­ness about the con­se­quences of drink­ing and driving.

Also, to fur­ther con­vey the mes­sage against drink­ing and driving, AB InBev, un­der the guid­ance of the Shang­hai Traffic Po­lice Depart­ment, com­mis­sioned nearly 10 artists to cre­ate 52 art­works of var­ied forms, which were put to­gether as China’s first “no drink­ing and driving” art ex­hi­bi­tion – the Lost and Found Mu­seum. By pi­o­neer­ing art pre­sen­ta­tions, the show pre­sented the young gen­er­a­tion with con­se­quences of drink­ing and driving. The ex­hi­bi­tion also had an ed­u­ca­tion zone com­mis­sioned by the Shang­hai traffic po­lice, where of­fi­cers demon­strate breath­a­lyzer tests to of­fer peo­ple real ex­am­ples of the harm of drink­ing and driving.

AB InBev also teamed up with a num­ber of world-lead­ing pri­vate cor­po­ra­tions to launch an in­ter­na­tional al­liance known as “To­gether for Safer Roads” (TSF), to jointly work to­wards im­prov­ing road safety and to cut ca­su­al­ties in­curred by road traffic ac­ci­dents. Many groups and in­di­vid­u­als, in­clud­ing the Shang­hai Pub­lic Se­cu­rity Bureau and aca­demics from Tongji Uni­ver­sity, have en­gaged in the im­prove­ment of mak­ing Shang­hai’s traffic safer.

They’ve launched a pack­age of pi­lot projects to pro­tect road safety. The first phase of them in­cor­po­rated lead­ing in­ter­na­tional ap­proaches in sci­en­tific data anal­y­sis and be­hav­ior anal­y­sis, and con­ducted in­ter­ven­tions and im­prove­ments on sev­eral ac­ci­dent-prone ur­ban and sub­ur­ban roads. It has so far gen­er­ated pos­i­tive re­sults on six roads.

With con­tin­u­ous ob­ser­va­tions and long-term tracking eval­u­a­tions, sta­tis­ti­cal fig­ures show that com­pared with the pre-im­prove­ment pe­riod, the num­ber of to­tal ac­ci­dents on these roads has fallen on av­er­age by 50 per­cent to 70 per­cent, while the num­ber of ac­ci­dent ca­su­al­ties has de­creased on av­er­age by more than 50 per­cent.

In 2018, the Shang­hai pi­lot has been en­ter­ing into its sec­ond phase, with the pro­ject team fur­ther in­ten­si­fy­ing ef­forts based on pre­vi­ous re­sults. Af­ter screen­ing big data and con­duct­ing field in­ves­ti­ga­tions, the sec­ond phase picked three roads for im­proved traffic de­signs. With four years of concentrated ef­forts, the TSR pi­lot pro­ject has al­ready yielded enor­mous re­sults, and AB InBev will con­tinue to work closely with Shang­hai traffic po­lice to pos­i­tively con­trib­ute to China’s road traffic safety land­scape by us­ing the lo­cal pi­lot as an ex­em­plary model that the whole coun­try can ref­er­ence.

The 7th Na­tional Traffic Safety Day also took place in the Ti­bet Au­ton­o­mous Re­gion where AB InBev worked with the Pub­lic Se­cu­rity Bureau of the Ti­bet Au­ton­o­mous Re­gion and the Lhasa Mu­nic­i­pal Pub­lic Se­cu­rity Bureau for the launch of the pro­mo­tional ac­tiv­ity for safer travel. Ac­cord­ing to AB InBev, at the scene of the event, they re­leased Ti­bet’s first pub­lic wel­fare video to ad­vo­cate “don’t drink and drive” with the Ti­betan traffic po­lice, and shared the com­pany’s mea­sures in the field of traffic safety.

The pub­lic aware­ness film im­presses the view­ers with a heart-felt in­cli­na­tion that when­ever you lift up a drink, you need to put the car keys down. The film will be aired and pro­moted across the re­gion on Ti­bet’s ma­jor pub­lic­ity plat­forms and en­ter­tain­ment venues, blend into res­i­dents’ day-to-day life, and sub­tly im­prove the road safety aware­ness of the pub­lic, so that it even­tu­ally con­trib­utes to build­ing a safer Ti­bet.

Wang said that this theme is highly con­sis­tent with the con­cept that AB InBev has been ad­vo­cat­ing for years. “Over the years, with the strong sup­port from the traffic po­lice, we have im­proved traffic safety by pro­mot­ing no drink­ing and driving and work­ing with aca­demic in­sti­tu­tions to im­prove road safety. We are al­ways striv­ing to achieve our idea of a safer road,” Wang said.

Ac­cord­ing to Wang, AB InBev will al­ways stay faith­ful to its com­mit­ments to pro­mote safer travel. “As we con­tinue to work hand-in-hand with dif­fer­ent stake­hold­ers, we will con­tinue to fol­low China’s road traffic safety land­scape and con­trib­ute to build­ing a safe, or­derly and smooth traffic en­vi­ron­ment,” he said.

Pho­tos: Cour­tesy of AB InBev

Frank Wang, vice pres­i­dent of AB InBev, APAC, ac­cepts the honor of “2018 Co­op­er­a­tion Unit of Shang­hai Pub­lic Wel­fare Al­liance of Traffic Civ­i­liza­tion” as a rep­re­sen­ta­tive of AB InBev.

Frank Wang, vice pres­i­dent of AB InBev, APAC, shares the achieve­ments reached by AB InBev’s TSR pi­lot pro­ject and mea­sures they have taken to pro­mote traffic safety.

AB InBev shares the achieve­ments they have made and the mea­sures they have taken to pro­mote traffic safety in the past few years.

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