drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Drink-driving and Responsible Drinking programme”
• “Konzumirajte umjereno i odgovorno: Ako voziš, nemoj piti !”
COUNTRY Croatia
TIMING 2015 > 2015
THEME
Drink-driving

CONTRIBUTOR

  • Pernod Ricard
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OBJECTIVE

  • To prevent drinking and driving.
  • To promote responsible drinking.
  • To reduce harmful drinking.
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DESCRIPTION OF THE INITIATIVE

  • Ran during May and June during branded parties/promotions, where staff were debriefed not to promote to those who have had too many drinks already.
  • Promotional representatives carried breathalysers as a reminder of responsible consumption.  Consumers were offered a test and those with a BAC below the drink – drive limit got small rewards – gadgets (key rings, pencils, post its).  All other consumers received a BAC leaflet (explaining BAC levels and how to calculate them) and a Wise Drinking app leaflet (explaining what the Wise Drinking app is and QR code in order to download it). 
  • The "Do not drink and drive" logo was also added to communication and POS materials.
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IMPACT

  • Around 2,500 people were reached. Around 1,000 breathalyser tests were taken and 600 people decided to not driving home after drinking.
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