Breast cancer
prevention
Spain
Increase the amount of money invested
in local communities
In 2009 we increased by 9 per cent the investment in our
markets. We invested a total of EUR 5.8 million on non
commercial sponsorships to support local communities
around the world. These activities range from the
sponsorship of local cultural events to financial assistance
and training. The total amount excludes employee time and
employee giving and the use of facilities.
Perform base measurement on employee rights
We have discussed our draft employee rights policy with
human resources experts to formally adopt this revised
policy in early 2010. Employee rights are included in our
future programming. For an overview of our planned
activities, please refer to our last chapter and Appendix 1
of this report.
Roll out training on Code of Business Conduct
and Whistleblowing Procedure
We took a number of measures to reinforce integrity
within Heineken in 2009. Firstly, we have revised our
Whistleblowing Procedure to take into account new insights
concerning the protection of personal data. We have
also amended our Code of Business Conduct to include
a mandatory disclosure of interests by senior managers.
We have developed online training tools for employees
on the Code of Business Conduct and on Whistleblowing
for local Trusted Representatives and senior management,
which will be implemented in early 2010. Furthermore,
we have changed our external hotline provider in order
to facilitate web-based reporting alongside reporting by
freephone and to create a better registration and traceability
of reports filed under the Whistleblowing Procedure. Finally,
we have re-launched the Code of Business Conduct in a
booklet to all employees from middle management upwards.
Performance
Our impact on society
Diego Antofianzas
Sponsorship Director
An estimated 50,000 women participated in 'La Carrera de la
Mujer' or 'The Race for a Cure', held in eight cities across Spain
during 2009. The race was co-sponsored by Buckler, Heineken's
non-alcohol brand in the market. The races aim to raise
awareness for the prevention of breast cancer by encouraging
women to look after their health and remind them to have
regular check-ups.
Each racer represented a 2 euro contribution towards the efforts
of the Spanish anti-cancer association (AECC). The number of
participants in 2009 was a 25 per cent increase compared to
the race the previous year, due to the increased support and
publicity provided by Buckler and other partners.
Buckler created various initiatives that were backed by local
celebrities and politicians, including launching an exclusive pink
can to raise awareness for the event. Buckler also set up an
interactive website with useful information about the race, health
tips and training routines, as well as providing the opportunity for
participants to download photographs of themselves at the event.
"This race empowers women across Spain to support the fight
against breast cancer and ensure their health is always the top
priority," says Diego Antofianzas, Sponsorship Director at
Heineken Spain. "The successful promotion of this event is
reflected in the unprecedented number of participants who
joined this year."
Diego is confident the race will be even bigger next year thanks
to the positive impact it has had on Spanish society in highlighting
the need to fight against this disease.
34 Sustainability Report 2009 - Heineken N.V.
