In an on-going effort to address underage consumption, the Health Alliance on Alcohol partnership between Heineken USA and the New York Presbyterian Healthcare system, has continued to release its series of booklets on topics related to young people and alcohol; 2006 included titles addressing peer pressure as well as prom, graduation and alcohol - two key issues effecting young people throughout the US. Engagement of young people in their efforts to communicate responsibility. A student competition has challenged more than 200 college campuses to create the next responsibility campaign. Students over the age of 21 offer their viewpoint by submitting a radio, internet and print campaign that addresses alcohol issues. The 2006 winner suggested reasons to take a cab. For example 'Reason #31: Supermodel Driver - it could happen.' Expansion of the Heineken USA SAFECALL programme to include execution of free rides for events such as the Congressional Black Caucus Foundation Annual Legislation Conference and our Heineken Red Star Soul series of concerts. Inclusion of Public Service Announcements (PSA) as part of its radio buy for both Heineken® and Amstel Light® brands. Radio stations participating in the radio buy also agree to run a number of the Heineken prepared PSAs addressing topics such as drink driving and planning ahead to make it home safely. This negotiation secured Heineken USA more than 10,000 spots played in more than 40 markets. Engagement of the local distributor partners to promote responsible consumption. In 2006, a matching grant was made available to distributors promoting education and prevention of alcohol issues. In its second year, the programme has grown nearly 30 percent and we look for additional programme growth in 2007. Increased partnership with law enforcement organisations. For example, in November and December the Connecticut State Police worked with Heineken USA to highlight the new law regarding underage drinking. Additionally, joint public service announcements were run in Florida. In order to help promote responsible drinking and to prevent abuse, we believe that dialogue between the industry, government and health organisations is important. In 2006 The Amsterdam Group* launched a school awareness programme in Spain, the Czech Republic and the UK, bringing together parents, teachers and school children. This project helps to educate children about the effects of alcohol and is a result of cooperation between health organisations, government and industry. The project will be evaluated and if successful may be introduced in other European countries. A resolution on public health problems caused by harmful use of alcohol, adopted by the World Health Organisation (WHO) on 25 May 2005, calls for consultation with our industry. Consequently, we have played an active role in the 'Global Alcohol Producers Group', preparing a dialogue with the WHO. The International Center for Alcohol Policies (ICAP) is also facilitating dialogue. A second facilitating role is played by ICAP through self-regulation workshops, organised and run in various regions of the world. This is a continuous process: in autumn 2006 a workshop on self-regulation was held in Capetown (SA), with the participation of Heineken representatives from Nigeria, Burundi and the Democratic Republic of Congo. In 2007, we will continue to reach out to governments. Further information about ICAP programmes planned for 2007 can be found at: www.icap.org. In 2005, the Amsterdam Group was reorganised into the European Forum for responsible Drinking. The projects mentioned were executed in 2006, partly financed by Heineken. Heineken N.V. Sustainability Report 2006 OX

Jaarverslagen en Personeelsbladen Heineken

Heineken - Milieuverslag | 2006 | | pagina 33