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• “Enjoy the Game Responsibly”
COUNTRY Belgium
TIMING 2010 > 2010
THEME
Responsible drinking

CONTRIBUTOR

  • Vinum & Spiritus Association Belgium
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PARTNER(S)

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OBJECTIVE

  • To raise awareness of Belgian football fans.
  • To promote responsible drinking.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was launched on 11 June during the kick-off of at the new World Cup Village in Brussels and continued until the end of the World Cup, on 11 July.
  • Flyers were distributed via supermarkets and the on-trade and were designed to capture the targeted audience's attention at a time when they may have become more vulnerable to forgetting about responsible consumption.  The flyers contained the calendar of World Cup match fixtures and useful responsible drinking tips, drafted in simple and non-patronizing language.
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IMPACT

  • 350,000 brochures were distributed during the 2010 World Cup season.
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EVALUATION

  • Results of a quantitative evaluation during the campaign launch (102 respondents) showed that:
    • 91.8% understood the campaign's aim ("fully agree" and "mostly agree" that it was to encourage responsible alcohol consumption).
    • 98% of respondents found the information "useful"; 63.4% "new" and 59.2% "food for thought".
    • 51.1% of respondents claimed that the flyers would influence their own alcohol consumption with the same figure thinking it would influence consumers' alcohol consumption in general.
 
  • Onsite observations and written reactions were very positive and supportive.  Examples are: 
    • "I think it is a great and timely initiative and I hope that all supporters will heed your advice whilst cheering their teams on". Emma McClarkin, Member of the European Parliament, Conservative Member for the East Midlands (UK).
    • "I would like to thank you for your letter concerning the risks related to alcohol misuse. I really enjoy it". Marc Tarabella, Member of European Parliament and Mayor of Anthisnes (BE).
    • "I thank you for sending me your brochure 'Enjoy the game responsibly...' which I will read with the greatest attention. As a member of the environment, public health and food safety committee, I am particularly concerned by the issue". Catherine Soullie, Member of the European Parliament (FR).
    • "The President of the European Commission, Mr José Manuel Barroso, asked me to thank you for your letter of 2 June enclosing the brochure created by the European Forum for Responsible Drinking and the Belgian Federation of Wines and Spirits to promote responsible drinking during the World Cup 2010. Mr Barroso received this publication with interest and as taken note of its informative contents". Henning Klaus, Member of the Cabinet of President Barroso
    • "I didn't know that a beer was the same as a spirit etc.” anonymous.
    • "It's a good point about eating – you know it but just don't bother in the end. I’m eating something tonight for sure." anonymous. 
    • "There should be more of such initiatives, its good." anonymous.
    • "If the Netherlands win the World Cup, I will stop drinking! “No alcohol, no fun"; "I know my limits." anonymous.
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