Beer & A Better World - Anheuser-Busch InBev

72 | Global Citizenship Report 2008-2009
• Building awareness of the dangers of
drinking and driving and emphasizing the
driver’s responsibility.
• Providing rewards for young drivers upon
their arrival at the dance club.
• Incentivizing young drivers with the
possibility to win ADAC driver’s safety
training when committing to 0.0%
blood-alcohol levels.
• Supporting the creation of driver’s nights
by dance clubs.
• Initiative took place in Autumn 2008 and 2009.
• For more information:
www.geklaert-wer-faehrt.de.
Drink-Drive Awareness:
Raising awareness of the consequences of
drink-driving.
• Partnering with the German Automobile
Clubs (ADAC) to sensitize young drivers to
the problems related to drinking and driving.
• Supporting a program that permits young
drivers to experience first hand the impact
of alcohol on their driving abilities.
• Allowing participants to do twice the
same circuit — once when they are
sober and a second time after they have
drunk alcohol.
• More information: http://www.adac-ortsclubs.
de/verkehr/verkehrssicherheitsprojekte/
77-fahrversuche-alkohol.
Implementing a credible self-regulatory system:
Voluntary pre control of commercial
communications.
• Central Authority (ZAW) checks if our
commercial measures are in compliance with:
• Legal requirements
• AB InBev Code of Commercial
Communications
• ZAW self regulation
• Every commercial communication measure
needs to pass the ZAW’s copy advice before
being published.
• Legal requirements
• AB InBev Code of Commercial
Communications
Above: InBev Deutschland helps
raise awareness of the dangers consequences
of drink-driving by partnering
with the German Automobile Clubs. The
partnership shows young drivers the
impact of alcohol on their driving ability.
Left: A driver showing that he has
not consumed any alcohol by using a
breathalyzer. The Geklart, wer Fahrt
program encourages designated drivers
to consume no alcohol before driving
their party home.
Sponsored by the Beck’s brand, the
Geklart, wer Fahrt program rapidly
gained awareness and credibility.
In 2008 and 2009, we developed
and promoted responsible drinking
programs in several key markets,
with a primary focus around: drink/
drunk driving, high-risk drinking
and underage drinking.