World ofHeineken 37 Winter 2007/2008
Among the successes booked by her Foundation
to date, van Engelshoven highlights the Dutch BoB
campaign. "Originally launched with much success
in neighbouring Belgium, SUVA brought the BoB
campaign to the Netherlands in 2000 as part of a
private-public partnership with the Dutch Ministry
of Transport. The fact that we now have the best
drink-drive figures in Europe is one measure of the
project's success, but one of the best yardsticks is
to see how, in popular culture, the word 'BoB' has
become synonymous with 'designated driver'. We
are determined to keep the campaign running for at
least the next three years."
THINK!
Another example of the company's proactive
approach to responsible consumption is Heineken
Italia's Pensaci ("Think!") campaign. In a widely
aired television clip, the commercial featured a
guide dog licking up some beer, and then leading a
blind man along the street.
"The story really involved the audience," says
Gianluca Di Tondo, Marketing Director at Heineken
Italia. "It helped to reduce the problem of selective
perception. This was because the story was based
on a metaphor that amplified the message." The
campaign was based on the simple insight that if
you drink and drive, you're not only a danger to
yourself, you're a danger to others. "This idea really
got to young adults, because they didn't like to think
that they might be endangering someone else by
their own behaviour." A new Pensaci campaign,
continuing the narrative-driven approach, was
recently aired.
IRISH RESPECT
Six years ago, Heineken Ireland played a key role
in the establishment of MEAS (Mature Enjoyment
of Alcohol in Society), an organisation promoting
responsible alcohol consumption. MEAS, which is
the Irish word for 'respect', envisions an Irish society
where alcohol is enjoyed in a mature, sensible and
appropriate manner. MEAS and its other industry
members - in partnership with government and other
appropriate bodies - promote social responsibility
among producers, marketers, distributors and
retailers of alcohol in Ireland. Their core value is
respect - respect for alcohol, respect for yourself and
respect for others.
Heineken Ireland was also involved with the
inception of the Central Copy Clearance Ireland
(CCCI), a vetting board which ensures that all
alcohol advertising meets industry standards and
is suitable for use in the public domain. Heineken
Ireland, together with its industry partners, will
continue to work in social partnerships with all
relevant stakeholders in marketing and promoting
the responsible consumption of alcohol in the
marketplace.
Heineken Alcohol Policy Statement (HAPS)
1. Responsible consumption of beer is consistent with
the maintenance of a balanced and positive lifestyle
for most adults who choose to drink
2. The informed individual is responsible for his/her
own behaviour
3. Heineken is committed to raising awareness
regarding responsible consumption
4. We demand responsible behaviour of all employees
in our family of companies around the world
5. Heineken companies are charged with ensuring that
their commercial activities meet legal requirements
and do not encourage irresponsible consumption
6. We want to help prevent abuse and misuse through
dialogue and action
7. Implementation of the Heineken Alcohol Policy is
mandatory in all Heineken companies
8. We will report on our actions related to our Heineken
Alcohol Policy
LOOKING FORWARD
With more than 60,000 employees working in
breweries operating in 65 countries around
the world, Heineken has the credibility and
the authority to communicate the responsible
consumption message. As a global company with a
globally respected and recognised brand, Heineken
possesses a wide range of powerful channels
through which to educate and inform its customers
and consumers about the issues relating to the
alcohol consumption.
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