2001 in Retrospect
unhealthy conditions. A health survey has been launched
at our Bralima brewery in the Democratic Republic of
Congo, the findings of which will be used as the basis for a
system of health-promotion measures and facilities for all
our African breweries.
One element of our healthcare policy is provision for
employees who are HIV-positive or have contracted Aids.
In countries where employees are unable to obtain treat
ment via their normal healthcare provider, such as coun
tries in Africa, Heineken provides Aids management drugs
for employees and their families.
Alcohol and society
Alcohol abuse by young people is giving cause for concern
in many countries, especially in Europe and the United
States. Authorities are increasingly acknowledging that a
clear distinction between alcohol use and abuse is essen
tial in an effective policy to curb alcohol abuse.
Acceptance of this distinction will also facilitate coopera
tion between government, the industry and the other
organisations involved.
Heineken initiates and supports-in some cases via the
European trade organisation - information and education
project initiatives to combat and prevent alcohol abuse.
There is evidence of a shift in the pattern of consumption
towards drinking mainly at weekends, which is exacerbat
ing the problem of drink-driving. The industry in Europe
worked hard in 2001 to export the 'Sober Bob' campaign,
which had been developed in Belgium, to other European
countries. The campaign encourages the practice of nam-
Geographical distribution of personnel
in numbers
ing one member of the party as the designated driver who,
wearing his or her 'Sober Bob' badge, agrees to stay 'on
the wagon' for the evening. The industry has also taken
other kinds of action to bring home the risks of drink-
driving to the consumer. Heineken ran an international
campaign addressing these risks for the first time over the
Christmas period, having previously gained experience
with similar campaigns in Ireland, the United States and
other countries.
As well as new forms of effective communication,
Heineken also researches and supports new forms of edu
cation and prevention. In the Netherlands, for example, we
supported a 'virtual forum' project enabling young people
to communicate with one another, in an interactive inter
net environment, on issues relating to alcohol, tobacco
and drugs. This sociopsychological approach is designed
to find effective ways of influencing young people's
behaviour and the health risks they take.
Personnel
The average number of people employed by Heineken
increased from 37.857 to 40,025, due entirely to the inclu
sion of Nigerian Breweries in the consolidation. Excluding
acquisitions, the trend in the number of employees was
downward, reflecting the action taken to boost efficiency.
Central personnel policy is concerned with the recruit
ment, development and retention of managers for senior
international positions. The operating companies have
their own policies for other staff which take account of the
local labour market, regulations and practices. The adop-
Western Hemisphere
839
Asia/Pacific
4,736
Netherlands
5,620
Africa/Middle East
7,237
Rest of Europe
21,593
HEINEKEN N.V. ANNUAL REPORT 2001
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