u
ARK
Responsible
consumption is
about having fun,
but being aware
of the health
consequences of
misusing alcohol.
SUSTAINABILITY
Happy Campers
Together with Dutch health association GGZ Friesland, HEINEKEN in the Netherlands has
launched a new campaign to promote responsible alcohol awareness among the many
young adult Dutch campers who pitch their tents each summer.
T
he campaign was piloted
at the Appelhof and
JL Terpstra youth campsites
on Terschelling, an island in the north of
the country. A colourful brochure with
practical information about alcohol was
developed and given to all campers as
they checked in to their campsite, helping
to spread a message of responsible
drinking if campers chose to drink at all.
This practical information was supported
by campsite teams activating HEINEKEN's
'Know the Signs' campaign, which was
first launched in 2008 to make consumers
aware of the signs people start to show
when they have consumed too much
alcohol. These teams were also made
up of young people - dressed in black
'Know the Signs' T-shirts and carrying
highly visible red bags - who could speak
to the campers in a credible way about
responsible consumption. The main
message is about enjoying time with
friends but being aware of the potential
health consequences of excessive
consumption. Participating campsites
received a 'quality mark' accreditation
Accreditation Logo: Education
for Responsible Consumption
that indicates that they encourage
responsible alcohol awareness.
Feedback received by Lianne Visser, Public
Affairs Advisor for HEINEKEN in the
Netherlands, has been extremely positive.
"One campsite owner told me that they
hand young people the brochure when
they check in, and use the opportunity to
inform them about the campsite's alcohol
policy. The campers often come back to
the owner with funny remarks about the
content, but it indicates at least that they
are reading it!" she says.
"The third edition of the brochure is
currently being printed and the impact of
the pilot is being evaluated. If the results
indicate the campaign was as effective as
intended, we will consider rolling out this
approach elsewhere in the Netherlands."
This is HEINEKEN in the Netherlands' latest
responsible consumption partnership.
HEINEKEN in the Netherlands is also
working with Bouman GGZ in the
Rotterdam area on a magazine about
alcohol and health that will be distributed
in doctors' waiting rooms. The partners
have also developed a film for on-trade
employees about responsible consumption.
Developing effective partnerships to
promote responsible consumption
and address alcohol misuse is an
important part of HEINEKEN's long-term
sustainability ambition, Brewing a Better
Future, and delivers on the Company's
commitment to positively impact the role
of beer in society.
Autumn 2011 World of HEINEKEN 49
