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The Czech Republic Annual Report 2010 Drug ... - Drogy-info.cz

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competition took place as part of the project of the European Action on <strong>Drug</strong>s (EAD) 56 and the SES civic<br />

association.<br />

Since 1997 the Association of Communication Agencies (AKA) has organised the EFFIE Awards, a competition for<br />

the most effective advertising, which assesses the effectiveness of campaigns in relation to the resources spent.<br />

Pilsner Urquell won in the category of food and beverages in <strong>2010</strong> with its advertisement entitled Stay in the Game,<br />

aimed at promoting the consumption of non-alcoholic beer. <strong>The</strong> campaign was targeted at men aged over 30; the<br />

main idea of the campaign, “I'd like to have a beer, but I can't because I need a clear head”, was targeted at athletes,<br />

drivers, and people at work 57 . In 2009, the Ministry of Transport (<strong>Czech</strong> Government Council for Road Safety,<br />

BESIP) won this first prize in the category of social, cultural, and environmental marketing with its campaign called<br />

Pay Attention – Or Pay the Price! 58 , which focused on road safety. <strong>The</strong> main topics of the campaign were speeding<br />

and aggression behind the wheel, the use of safety restraint systems (seat belts and car seats for children), and<br />

driving under the influence of alcohol and illicit drugs. <strong>The</strong> campaign itself also took place in <strong>2010</strong> and its target<br />

groups were drivers aged 18–60 and families with children aged under 14.<br />

Another project of the <strong>Czech</strong> Government Council for Road Safety (BESIP) that continued to be implemented in<br />

<strong>2010</strong> was the Designated Driver campaign 59 , aimed directly at preventing alcohol and drug use while driving. As part<br />

of the project, what is already the seventh year of the prevention multimedia show <strong>The</strong> Action is taking place in 2011,<br />

focused on young and novice drivers in the target group of secondary school students. <strong>The</strong> project is to show young<br />

people the tragic consequences of accidents caused by drivers under the influence of drugs. In 2011, BESIP<br />

launched a new roadshow called It's up to you, intended to familiarise young drivers with the risk of driving under the<br />

influence of substances; the project takes the form of BESIP stalls at music festivals, where participants can get<br />

<strong>info</strong>rmation materials, but also single-use alcohol testers for drivers. <strong>The</strong> campaign’s slogan Want to see the next<br />

fest live is meant to alert drivers to the fact that they may not live to the next festival if they drive under the influence<br />

of alcohol or drugs. <strong>The</strong> attractions of the BESIP stalls at festivals include so-called drunken spectacles, which<br />

simulate the state of mind after the consumption of alcohol or other addictive substances.<br />

To prevent driving under influence of alcohol, representatives of the Police of the <strong>Czech</strong> <strong>Republic</strong> and the <strong>Czech</strong><br />

Beer and Malt Association signed a memorandum of cooperation to improve the situation in the field of road safety in<br />

the <strong>Czech</strong> <strong>Republic</strong>. <strong>The</strong> cooperation includes the project entitled I'm Driving – I Drink Non-Alcoholic Beer, which<br />

aims to promote non-alcoholic beer among drivers 60 .<br />

56<br />

http://ec.europa.eu/ead/ (2011-09-06)<br />

57<br />

http://www.effie.<strong>cz</strong>/<strong>cz</strong>/results/campaign.phpcmpid=168 (2011-08-23)<br />

58<br />

http://www.nemyslis-zaplatis.<strong>cz</strong>/, http://www.effie.<strong>cz</strong>/<strong>cz</strong>/results/campaign.phpcmpid=153 (2011-08-23)<br />

59<br />

http://www.ibesip.<strong>cz</strong>/Kampane-projekty, http://www.domluvme-se.<strong>cz</strong> (2011-08-23)<br />

60<br />

http://www.policie.<strong>cz</strong>/clanek/spolecne-proti-alkoholu-za-volantem.aspx (2011-08-23)<br />

page 47

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