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• “Champions Drink Responsibly”
TIMING 2008 > 2009
- To raise awareness about the dangers of drink-driving among young drivers.
DESCRIPTION OF THE INITIATIVE
- Distribution in the on-trade (outside of brand promotions) of campaign leaflets containing key "Champions Drink Responsibly" information. The campaign theme was supported a simple message: "Drinking and driving don't mix".
- For more information see Europe/Champions Drink Responsibly.
- 20,000 leaflets were distributed in the on-trade until September 2009.