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Responsible drinking programmes
supported by European spirits producers

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• “Too Much Alcohol Puts You Offside”
• “Te Veel Alcohol Zet Je Buitenspel”
COUNTRY Netherlands
TIMING 2012 > 2012
THEME
Responsible drinking

CONTRIBUTOR

  • Pernod Ricard
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PARTNER(S)

  • Veilig Verkeer Nederland (Traffic Safety association)
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OBJECTIVE

  • To raise awareness of responsible drinking among young adults.
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DESCRIPTION OF THE INITIATIVE

  • The footballer, John Heitinga, faced the campaign which was launched in May 2012 to coincide with the European Football Championship. 
  • The "Too Much Alcohol Puts You Offside" responsible drinking message was disseminated through billboards posted at stations and tv spots.
  • In addition, a video clip of John Heitinga was used as an educational tool on open days at secondary schools. 
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IMPACT

  • The campaign was picked up by police departments who asked to use it in their road shows.  
  • 3,000 billboards were mounted.  More than five million people were reached through all media. 
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