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RESPONSIBLE CONSUMPTION
COMMUNICATING THE MESSAGE
HEINEKEN in Thailand, through Thai Asia
Pacific Brewery (TAPB), chose to use the
popular Heineken® SENSATION music
event, held on 31 January in Bangkok,
to promote a message of responsible
drinking to thousands of young party-
goers.
A fun and engaging 'Know Your Limit'
booth was set up at the event. The booth
included a number of unique games, such
as a driving simulator that showed the
effects of driving under the influence,
giving revellers an insight into the state of
their coordination and motor skills after
drinking. Free breathalyser tests were
also available. Next to the 'Know You
Limit' area was a 'U Drink, I Drive' booth,
offering a safe and affordable car
service to help people get home if they
could not drive themselves.
SUPPORTING PARTNERSHIPS
HEINEKEN worked together with the
independent Thai Foundation for
Responsible Drinking (TFRD) to organise
both the 'Know Your Limit' booth and
the 'U Drink, I Drive' service.
CAMPAIGN RESULTS
More than 15,000 Heineken®
SENSATION party goers had access to
the educational materials and alternative
transportation options offered at the
event. More than 5,500 participated in
the games and activities, which included
the 'U Drink, I Drive' service.
Positive media coverage from the
campaign took the message to a wider
national audience.
HEINEKEN's ongoing partnership
with the TFRD helps create positive
relationships with a wide range of leading
social organisations and government
departments. These will be used as the
basis for future co-operative endeavours.
Edition 1 201A World of HEINEKEN 33
