Thailand
'Know Your Limit'.
MARKET BACKGROUND
Thailand's roads are known to be among
the most dangerous in the world. In a
recent study, Thailand ranked second
for the highest number of fatalities from
road accidents among 193 countries. A
large majority of these deaths, and many
more injuries, involve motorcyclists and
their passengers.
In addition to speeding and disregarding
traffic laws, drunk driving has been found
to be one of the main causes of road
accidents in Thailand.
KEY CAMPAIGN MESSAGE
hen drunk in
moderation,
beer can be
and is part of a healthy lifestyle.
However, we know that there are
a minority of people who behave
in unsafe ways when consuming
alcohol. "It's this small number
that cause great harm, not just
to themselves but also to their
communities, and this can lead to
a negative image of our industry,"
says Roland Verstappen, HEINEKEN
Director of Public and Government
Affairs.
Roland points to the three most
important issues that HEINEKEN is
committed to addressing: excessive
drinking, under-age drinking and
drinking and driving.
Drinking and driving is a major
concern, not least because of
the level of harm it can cause.
"Around the world, this is a topic
that everyone cares about, from
governments and NGOs to schools
and universities. We want to use
HEINEKEN's leadership position
in the industry to support positive
change and we know we can make
a message stronger by working with
others. That's why we are creating
partnerships, speaking with one
voice to advocate a zero-tolerance
approach to drinking and driving."
"We also believe the right way
forward is for HEINEKEN operating
companies in every country to find
the partnerships and messages
that are most relevant for them
and likely to make an impact. We
encourage and support all these
individual efforts."
"For us it's simple - we have to
try and make a difference. By
educating consumers and bringing
a clear message, we have the
opportunity to change behaviour
for the better."
Here, World of HEINEKEN looks
at a number of ways in which
HEINEKEN markets are addressing
this global issue.
Revellers in
Thailand put their
motor skills to the
test
32 World of HEINEKEN Edition 1 201A
