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Smart Drinking Around the World
For more than 30 years we have invested in efforts around the world to promote smart drinking and discourage the harmful use of alcohol. Use the links below to explore how colleagues are raising the bar on smart drinking.
True Love Needs a Designated Driver
Thanks to a partnership with the magazine Southern Weekend, the China Youth Development Foundation and the China Alcohol Drinks Foundation, nearly 80,000 servers and sellers in China were trained in September 2014. This year’s campaign featured a broader focus than in the past; from drunk driving to road safety behaviors, with the added power of such national ambassadors as actor Lu Yi and his wife, joining professional basketball player Yao Ming and his wife.
In 2013, we launched the mini movie "True Love Needs a Designated Driver — If You Are the One" to promote responsible drinking in China. On Dec. 7, 2014, the sequel, “True Love Needs a Designated Driver — How Much Love Can Start Again,” premiered. Yao Ming reprised his role as the lead actor and was named one of the top 10 influencers at the festival. The sequel received more than 50 million views within the first month. Some premiere attendees were provided with a luxurious designated-driver experience in the form of a Budweiser-themed limousine transport to and from the event, and more than 150 media personalities and celebrities were also provided with a free, safe-ride home.
We introduced our Family Talk About Drinking program in South Korea as a part of the local Global Be(er) Responsible Day celebration. Family Talk is designed to promote healthy drinking attitudes and habits through conversations between parents and children. AB InBev provided free materials that coach parents through tough conversations and encourage direct questions and discussion. The guide book was developed with Professor Chang-Ock Kim of Seoul Women’s University. With the launch of the program in Korea, Family Talk is now available in all of our key markets worldwide.
Friends are Waiting
In 2014, we extended our popular “puppy” themed U.S. commercials to include a “Friends are Waiting” television advertisement aimed at reinforcing our efforts to raise public awareness and educate consumers and influencers about the risks of drunk driving. The video tells the story of a young man and his dog and their very special relationship. We see both their adventures and their everyday lives together, and we wait, along with the dog, for the owner to come home after a night out with friends. It is a long night, but the pair is reunited, thanks to the young man’s smart decision to stay at a friend’s house rather than drive home. We are reminded that for some, the wait never ended; the reunion is joyful, but a thoughtful reminder to make a plan to stay safe. The “Friends are Waiting” video has garnered more than 141 million social media impressions and 60 million views on YouTube. It was also recognized as one of the Top 10 most viewed YouTube videos in 2014. To share this message, we invested in high-profile television placements such as the Major League Baseball playoff games.
In 2014, Belgium continued its “BOB” campaign to prevent drunk driving and promote the use of designated drivers and safe rides home continued with strong results in Belgium, where it was created by the Belgian Brewers Association of which AB InBev is the largest member. During the 2014-2015 holiday drink-driving prevention campaign, local and federal law enforcement agencies administered 321,156 breath alcohol tests, resulting in 8,994 positive tests. That proportion of positive tests, 2.8%, was a decrease from the previous year’s 3.2%. According to the Belgian Institute for Road Safety, the campaign surpassed its target of 250,000 tests, achieving the second-highest number of tests since the campaign began. “BOB” now operates in 16 countries across the European Union.
Argentina’s “Vente Responsable/Sell Responsibly” campaign focused on our long-standing efforts to promote I.D. checking among retailers. In 2014, more than 2,000 employees walked more than 19,000 kilometers (11,700 miles) delivering our point-of-sale materials to retailers, reminding them to check identification and ensure they are selling our beers to legal age consumers. More than 3,000 retailers took our pledge to sell and serve responsibly. In addition, we distributed 25,000 flyers to consumers reminding them that we brew our beers for legal age individuals to enjoy responsibly.