campaigns were
highly appreciated
inform and educate employees
its social responsibilities very seriously, particularly when it
comes to the responsible marketing, promotion and consumption
of alcohol."
General Manager Nico Vervelde: "Under-age drinking in particular
has turned into a problem. In 2003 it became the number one
issue for both the government and the media. If you want to solve
this problem, you have to get all stakeholders involved: industry,
government and the citizens. Luckily, the government has now
realised that as well."
In this context Heineken Ireland in liaison with its industry stake
holders has played a key role in the establishment of a Social
Responsibility Organisation promoting responsible consumption
and a Vetting Board ensuring that all alcohol advertising meets
industry standards and is thereby suitable for public use.
Additionally, Heineken Ireland developed its own codes of
marketing practice in the areas of advertising, media buying and
placement, events, promotions and sponsorships. These codes
have been communicated to all third party PR and advertising
agencies and support those established by the industry and
regulatory bodies, resulting in a set of stringent internal standards
for all company marketing practices and activities. Responsibility
messaging is now an integral part of all advertising.
One of the fundamental objectives of the Heineken Ireland Social
Responsibility Programme is to inform and educate its employees,
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