June 2007 saw the start of cooperation between our German brands Beck‘s and Hasseröder, and the German Automobile Clubs (ADAC) of Niedersachsen and Sachsen-Anhalt. The aim of the project is to make younglearner drivers more sensitive to the problem of drinking and driving.

InBev supports driving lessons organized by ADAC, where young people under the supervision of the police - drive twice round a fairly precarious circuit : once when they are sober, and a second time after they have drunk alcohol. This practical experience shows those involved that only a little alcohol can immediately effect your ability to drive a car safely, and this can have a greater impact than advice alone.

SUN InBev’s hard-hitting anti-drink driving campaign attracted a significant public response and won first prize at the Moscow Festival of Social Advertising organized by the Moscow Government.
The ‘Drinking and Driving kills’ advert can be viewed at
www.sun InBev.ru.
The commercial was timed to coincide with the National Road Safety Week and was shown on more than 70 channels, supported by roadside billboards and online communication.

We support the AHB’s “JÓFEJ” campaign in Hungary which aims to encourage sober, responsible driving as a positive role model for young people. In 2006 the AHB visited bars in Hungarian cities on 38 occasions. More than 4 000 young people were rewarded (wrist band and free gifts) for being responsible and almost 6 000 young people answered the campaign questionnaire. Just under half of young people (45 %) drink alcohol when they go to a party and 56 % of those interviewed go by car ; a third of them admitted driving sometimes after drinking and 92 % of those interviewed said this campaign was a good initiative. Partners in the campaign include the Ministry for Welfare and Labour, the National Accident Prevention Board, the National Association of Automobile Dealers, the National Association of Student Societies and Hungary’s Rádió1.

Labatt’s most recent program, ‘Make a Plan’ is an advertising campaign aimed at educating adults on the importance of the responsible use of alcohol. Its focus is on helping adults plan ahead to have fun safely. The campaign is delivered by children and directly targets parents and other adults by providing common-sense tips on responsible use, covering topics such as getting home safely ; being a good host ; and having a designated driver.

Since its introduction in 2004, the ‘Vivamos Responsablemente’ program has taken the Quilmes ‘let’s live responsibly’ message to over 15 500 young Argentineans in eight cities. Devised in conjunction with leading educationalists, the program addresses common adolescent challenges, such as relationships, self-awareness, tolerance and responsibility through a series of free talks in their schools. Since 2006, these have been complemented by teacher surveys and parental talks, which have reached over 1 500 parents. An 18-page Parental Guide has also been produced which aims to support parents’ important role in communicating with teenagers. The program is on-going and has a dedicated website: www.vivamosresponsablemente.com

To demonstrate that AmBev understands that good behavior begins at home, in August 2006 it launched its first ‘Gente do Bem’ (‘People Who Care’) program aimed at engaging employees and local communities with social responsibility issues. As part of the program every AmBev unit in Brazil held an open day to discuss Responsible Drinking of alcohol. Around 45 000 people watched, ‘How to talk to your children about the use of alcohol’, a video developed by Brazil’s Center for Information on Health and Alcohol (CISA).

SUN Interbrew, Ukraine’s market leader for beer, is the first company in Ukraine to tackle the issue of underage drinking. According to the European School Survey Project on Alcohol and Drugs (ESPAD) Ukraine takes 8th place among 34 European countries in terms of underage alcohol consumption. The ‘Dialogue’ project directly engaged with young people, their parents and schools, in order to raise awareness of the problem of underage drinking. In 2006, the program covered approximately 300 schools across Ukraine, supported by a number of training seminars for teachers and school psychologists, including specific training on how to help parents and children to avoid or overcome underage drinking.

In Argentina, Quilmes has been leading the way in the development of point of sale initiatives to combat the sale of alcohol to underagedrinkers through small shops and supermarkets. Posters and leaflets have been distributed to retailers carrying the message : ‘It is everybody’s responsibility that the underaged do not drink alcohol.’ These are complemented by customer facing stickers, reading ‘I take it seriously : I don’t sell to the underage’ now present on 28 000 coolers, as well as a print campaign reminding retailers to only sell to those who produce evidence of being of legal drinking age.

To demonstrate that AmBev understands that good behavior begins at home, in August 2006 it launched its first ‘Gente do Bem’ (‘People Who Care’) program aimed at engaging employees and local communities with social responsibility issues. As part of the program every AmBev unit in Brazil held an open day to discuss Responsible Drinking of alcohol. Around 45 000 people watched, ‘How to talk to your children about the use of alcohol’, a video developed by Brazil’s Center for Information on Health and Alcohol (CISA).