...taking social responsibilities very seriously... Social responsibility DECLAN FARMER EX35SS3 RUGBYI 20031 organised special tie-in campaigns for rugby enthusiasts in its own country, in addition to the on-trade and off-trade Heineken Cup promotional programme. Testament to the creativity of the Heineken Brand team was the number of awards it received in 2003. The Heineken head office praised the 'refreshing, effective advertising, relevant for the Heineken brand' by presenting the company with the Heineken Award for Communication Excellence. For the best-integrated campaign for Green Energy, the brewery received the Marketing Media Award. At the International Advertising Awards Festival in Kinsale, Heineken and its adver tising agency picked up as many as seven awards and a further three prizes at the Outdoor Advertising Awards 2003. For the Irish alcohol has always been an integral part of Irish society. The company's Corporate Social Responsibility Programme focuses on responsible alcohol consumption, to meet with the awareness of increased levels of alcohol abuse and misuse, together with the negative sentiment in the public arena and restrictive govern ment initiatives in the advertising and promotion of alcohol. As Corporate Affairs Manager Declan Farmer explains," Heineken Ireland warmly welcomes a shift towards responsible alcohol consumption. Individually and together with other businesses from the sector, Heineken Ireland wants to show that it is taking PAGE 24

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2004 | | pagina 24