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"Corporate Social Responsibility is
a major priority for Heineken as a global
multinational, and is therefore a priority
for us in the region."
29
Almaza Cool@Work programme
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a strategy to reduce alcohol-related harm.
In this regard members of the Forum are
challenged to post concrete commitments.
Heineken's commitments fall into three areas: our
responsible consumption programme, our Rules
on Responsible Commercial Communication and
our Cool@Work programme. The commitments
are published on the website of DG Consumer
Protection Health (http://www.ec.europa.eu/
health/ph_determinants/life_style/alcohol/Forum/
alcohol_forum_en.htm).
As a member of the Global Alcohol Producers
Group we are in dialogue with the World Health
Organisation in Geneva on ways to address
alcohol-related harm on a global scale.
Raya Anid
Head of Human Resources
Brasserie Almaza, Lebanon
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Cool@Work - responsible consumption of alcohol in Lebanon
Raya Anid, Head of Human Resources at Brasserie Almaza in Lebanon,
explains her rationale for supporting and implementing the Cool@
Work programme at Heineken's Lebanese operating company.
"Our staff are proud to promote the message of responsible alcohol
consumption, and for us it is important to lead by example."
First launched in 2006, the Heineken Cool@Work programme forms
part of the company's Alcohol Policy and is intended for managers
worldwide to help them deal with staff who can potentially experience
drinking problems. Central to the campaign is the Cool@Work booklet,
which offers specific advice and support for managers in the regions.
"For our local implementation of Cool(s>Work, we distributed the
booklet in both English and Arabic," says Anid. "We put up posters
around the brewery and its offices, which are still hanging on our walls
today. We also conducted in-depth workshops for all line managers,
and had a qualified medical practitioner come in and speak to staff
about the risks of alcohol abuse."
Nearly two years after the programme was first launched in Lebanon,
Almaza is getting ready to conduct a 'refresher course'. At the same
time, all new employees recruited at the brewery are required to take
part in a Cool@Work orientation programme.
Heineken N.V. Sustainability Report 2007
