drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Here's Bill”
• “Voici Bill”
COUNTRY Belgium
TIMING 2016 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Vinum & Spiritus Association Belgium
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PARTNER(S)

  • White Night (off-the-shelf retail chain)
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OBJECTIVE

  • To address the binge drinking issue.
  • To bring focus to inappropriate alcohol consumption.
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DESCRIPTION OF THE INITIATIVE

  • Following research that “binge drinking” is a growing problem among the 15-24 age group, in Belgium (see attached press release) White Night and the Vinum & Spiritus Association Belgium banded together to launch the “Ask Bill” awareness campaign in early September 2016.
  • The campaign focuses particularly on young adults exposed to inappropriate alcohol consumption. By nature, the target group is rather cool, little influenced by authority, but more inclined to listen to their friends and loved ones. This is why the campaign features "Bill", who talks to young adults using the same language as them. He doesn't tell them what to do, nor gives orders. He gives advice. Bill is a relaxed, zen, funny, nonconformist who everyone listens to when he provides his tips.
  • The information is shared through stickers, wobblers, postcards, shopping bags, social networks and during student events such as the “St. Verhaegen” (holiday for university students in Brussels), the “24h Louvain-la-Neuve Bike” (Belgian festival organised by students from the Université Catholique de Louvain held every year during October in Louvain-la-Neuve. The main event is a 24-hour bicycle relay race spanning the whole city) and other events mobilising the aforementioned target groups.
  • The key messages are:
    • Spirits can not be sold to minors and they should not drink alcoholic beverages of any kind (beer, wine or spirits).
    • Young adults over 18 who choose to drink alcohol should do so in moderation, appreciate the products rather than get drunk and avoid health problems that go along with alcohol abuse.
    • In general, it is not recommended to drink more than two units of alcohol for women and three for men. For more information about units of alcohol, see here.
    • It is recommended to eat before drinking alcohol and to moderate the pace at which we drink, for example by alternating alcoholic and soft drinks. It is also recommended to drink water regularly to avoid dehydration.
  •  In addition, training of sales personnel is planned in order to help them to inform the consumer wisely and to manage sensitive situations.
  • Bill is a "bottom-up" campaign likely to demonstrate the potential of campaigns with a local spectrum that are based on close collaboration with local authorities, schools, police departments, hospitals and other important actors in local life.
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IMPACT

  • Awareness materials are displayed in the chain's 20 sales outlets. They are spread between Brussels (16) and Brabant Wallon (4). 
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