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

Jaarverslagen en Personeelsbladen Heineken

Heineken - Milieuverslag | 2009 | | pagina 23