O Heineken Sustainability Review (continued) Advocating responsible consumption Make responsible consumption cool O Q, Introduction Report of the Executive Board Report of the Supervisory Board 2020 commitment Invest 10% of Heineken® media budget17 to support our responsible consumption programmes in every market where we sell Heineken® Our progress On track Our contribution to the SDGs: 3.5 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 for 2019. 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. Looking ahead In 2019, we will continue our campaigns dedicated to responsible consumption, and make sure all markets where we sell Heineken® support our commitment. For more details on our Responsible Consumption programme and progress, see our website and case studies. Heineken N.V. Annual Report 2018 Financial Statements Sustainability Review Other Information 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.

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