mil
"hEINEKEN has
always believed
strongly in making
a positive impact
in the local
communities in
which it operates.
Brewers in Europe spend
almost €1 billion on
sponsored activities and
an incredible 62% of this
investment is local or
regional.
sponsorship is vital to the survival of
these cultural platforms, which in this
instance could deprive the forthcoming
generation of potential future comic
geniuses. At the same time, the
local economy would lose a valuable
economic boost each year.
The Zagorka Brewery in Bulgaria has a
different type of sponsorship initiative.
Interested NGO's must submit a
structured application for financial
aid, and money will then be raised
on a local level to give them financial
help. The main areas of focus are the
environment, health and education.
This project has helped raised
awareness of HEINEKEN's CSR values
in Bulgaria, while helping those in the
region who need it.
Silent Partners
Since 2004, HEINEKEN in the Netherlands
has sponsored 'DanceAlife', a campaign
active in 20 countries. The unbranded
campaign is aimed at teenagers who
want to do something to make a
difference in the fight against HIV/AIDS
and help change society's perception
of the disease and those who have it.
The medium of dance is used to stir up
interest and inspire healthy lifestyles.
The programme has been a great
success, with 500,000 participants
taking part so far. HEINEKEN in the
Netherlands provides financial support
for this campaign without receiving any
promotional benefits in return.
SERIOUS ABOUT COMEDY
World of HEINEKEN Autumn 2011
