Sustainability Review (continued)
Advocating responsible consumption
Make responsible consumption cool
Introduction Report of the Executive Board Report of the Supervisory Board
Invest 10% of Heineken® media budget17 to
support our responsible consumption programmes
in every market where we sell Heineken®
to the SDGs:
Strengthen the prevention of substance abuse
In 2018, 69 markets in scope (96%) invested 10%
of media spend, or more, in dedicated responsible
consumption campaigns (32 markets in 2017).
We expanded the scope of the commitment and
since 2018 it also includes our joint ventures and
export markets (73 markets in total).
In 2017, we conducted a research to gain insights
on drink driving behaviour. These insights were
reflected in our new When You Drive, Never
Drink communications campaign and helped
shape a behavioural change programme that
directly impacts drink driving behaviour. As an
example, we created a bar that helps people stay
alcohol-free when driving by using a collection of
nudges, reminders and prompts developed for this
programme to change the drink driving psychology.
The programme ran in Brazil, Russia, New Zealand
and the UK in 2018, with more markets planned
Our global campaign includes a new TV
commercial, 'No Compromises', featuring F1™ World
Champion Nico Rosberg and a digital 'Designated
Drivers Pledge' to help people publicly commit to
staying alcohol-free when driving. All elements
of the campaign focus on the social pressures
surrounding drink driving and use social proof
to empower people to make the right decisions.
In 2019, we will continue our campaigns dedicated
to responsible consumption, and make sure
all markets where we sell Heineken® support
For more details on our Responsible Consumption programme
and progress, see our website and case studies.
Heineken N.V. Annual Report 2018
Brewing a Better World in action
When You Drive, Never Drink
Nico Rosberg, 2016 FIA Formula 1™ Drivers'
World Champion starred in our new
#WhenYouDriveNeverDrink film - No Compromises.
Drink driving behavioural research
We co-developed a unique social experiment across
10 UK bars in drink driving hotspots. The results showed
up to 50% reduction in drink driving and more people
choosing Heineken® 0.0.