Driving home the safety message
Poland
Monika Matak
Internal Communication CSR Director
From April to August 2009, Grupa Zywiec co-ordinated an
educational programme across Poland to promote road safety
and responsible driving. The wide-ranging campaign involved
a variety of initiatives - from radio programmes to working
with the police.
The campaign was launched to coincide with Road Safety
Week, an annual event organised by the United Nations. During
the week, a competition was held to design a road safety
poster, and 400 entries were displayed at an exhibition
following its conclusion.
On July 25, the campaign peaked with activities surrounding
Safe Driver Day, another annual road safety initiative. Over the
course of the day, police handed out information warning of
the dangers of drink driving and radio stations broadcasted
special programmes to promote road safety.
In co-operation with the police, Grupa Zywiec organised
a 'Day Without Fines', where instead of giving out fines for
traffic offences, police distributed stickers and reflective road
safety vests, all branded with the Grupa Zywiec logo. A popular
Polish rally driver, Krzysztof Flolowczyc and his Safe Driver
Foundation also helped raise awareness of the importance
of driving responsibly.
In August, the campaign ended with the winning poster from
the April competition being displayed on 250 billboards and
300 city-lights in the main cities across Poland. The winning
poster displays the message 'Flave driving in your blood?'
"We've taken part in road safety programmes before but this
was the first year we've been involved on such a huge scale,"
says Monika Matak, Internal Communication CSR Director at
Grupa Zywiec "We believe it is our duty to encourage not just
responsible drinking but also responsible driving. By holding
or supporting events over a long period of time, we've reached
a great number of people and influenced their attitude
towards road safety. In 2010, we look forward to running
this programme again and continuing to promote these
important messages."
Heineken N.V. - Sustainability Report 2009
