Drinking and driving remains a serious concern for HEINEKEN. In Serbia and Italy, two innovative campaigns have been attempting to address the issue.
In Serbia, the simple tagline ‘Guys, who drives home?’ was used to raise awareness among 18-30 year olds, the group most likely to drive after drinking. Another element of the campaign involved promoting the use of public transport as a safe alternative. The Public Transport Company (GSP) proved to be an effective stakeholder to spread the message to a wide audience by placing the campaign posters at a number of stops.
HEINEKEN Serbia used a multi-platform approach to get the same message across at the Belgrade Beer Fest in August 2013. Leaflets, online and print media, even special HEINEKEN-marked buses were all used to reach the more than 700,000 people who attended the five-day affair.