drinksinitiatives.eu

Responsible drinking programmes
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• “Don't Drink and Drive”
COUNTRY Sweden
TIMING 2007 > 2007
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Harrys on-trade restaurant chain
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OBJECTIVE

  • To raise awareness of responsible drinking.
  • To train on-trade staff to promote responsible drinking behaviour among their guests.
  • To raise awareness among public stakeholders (locally as well as at national level) and gain recognition that the on-trade and the drinks industry can work together to reduce alcohol-related harm in society.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was communicated through the restaurant chain through:
    • Training for serving staff which included information on alcohol and the law and how to prevent conflicts.
    • T-shirts worn by serving staff carrying the "If you think I look pretty, please take a taxi home" logo.
    • Display of the message on posters and stickers in the toilet areas and on tables.
    • Water bottles carrying the "Don't Drink and Drive" message handed out to the guests when leaving the restaurant.
  • Further communication of the message though:
    • Editorials in local and national newspapers from the General Managers of Diageo Sweden and Harrys.
    • Communication via letters and visuals to key opinion leaders and stakeholders.
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IMPACT

  • Over 50 members of staff were trained.
  • The campaign was carried out in 7 cities: Karlstad, Skövde, Halmstad, Helsingborg, Västerås, Eskilstuna and Linköpig.
  • 80,000 water bottles were handed out.
  • Close to 50,000 people saw or were exposed to the campaign.
  • Several major newspapers printed the editorial including Nya Wermlands-Tidningen, Vestmanlands Läns Tidning and Hallandsposten.
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EVALUATION

  • Guests were most impressed by the message-bearing water bottles.
  • Staff rated the training very high.
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