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