Thursday,  Sep 20, 2018,07:04 (GMT+7) 0 0
When you drive, never drink
Thang Long
Thursday,  Dec 21, 2017,17:40 (GMT+7)

When you drive, never drink

Thang Long

Drinking beer is part of the Vietnamese culture. However, excessive drinking and drink-driving is a big concern amongst many Vietnamese people. Recently HEINEKEN Vietnam launched a large campaign called “When You Drive, Never Drink” to address this serious social issue. The Saigon Times Weekly talks to Leo Evers, Managing Director of HEINEKEN Vietnam, about this topic.

We understand that recently HEINEKEN Vietnam announced the partnership with the National Traffic Safety Committee (NTSC) to launch the campaign “When You Drive, Never Drink” (WYDND). Why does this issue matter to HEINEKEN?

At HEINEKEN, safety is one of our key focuses. We deeply care about the safety of our people as well as that of our consumers. As the leading premium international beer brand, Heineken®  understands drink-driving is a concern not only in Vietnam but also world-wide. We believe we have a great opportunity but also responsibility to try to lead on this important issue.

Since 2008, HEINEKEN Vietnam, has taken the leadership role in the brewing industry by collaborating with the NTSC as a strategic partner to raise public awareness regarding drink-driving. As part of the efforts to build a culture of responsible drinking, large-scale activities carried out in close cooperation between HEINEKEN Vietnam and the NTSC have brought about significant results. Together with other parties, this has contributed to the decrease in the number of traffic accidents, fatalities and injuries over 2011-2016 in Vietnam.

This year, HEINEKEN conducted global research on drink-driving amongst drivers aged 25-54 (10,000 total) from 10 participating countries including Vietnam. From key findings in Vietnam, HEINEKENVietnam acknowledges there is much more to be done, and saw an opportunity to create a more positive conversation around changing attitudes to drinking and driving.

From this insight, the campaign “When You Drive, Never Drink” was created, building on HEINEKEN’s long-standing commitment to responsible drinking, which includes a legacy of bold campaigns through its “Enjoy Heineken® Responsibly” platform.

“It is important to emphasize that changing human behavior is not an overnight job. It requires a long-term commitment, and active participation of many key stakeholders from the Government, NGOs to businesses and the wider community. We realize that today more people, especially the younger generation, are increasingly aware of the negative impact of drinking and driving. Therefore we believe that by working together with other relevant stakeholders, such as the NTSC and Uber, we can make this campaign a success and further build a responsible drinking culture in Vietnam where it is less acceptable to drink and drive.”

Mr. Leo Evers, Managing Director of HEINEKEN Vietnam

Please give us more detail of this campaign.

This campaign, through the extension of strategic partnership with the NTSC, aims to positively engage consumers to not drink and drive through extensive communications and practical solutions. The campaign includes a commitment of around VND15 billion to engage directly with consumers on their need to get home safely as well as provide consumers at outlets a practical solution if they have been drinking.  We believe this is the most significant investment a brewer in Vietnam has made on this important issue.

The practical solutions to consumers include providing 80,000 Uber codes in Ho Chi Minh City and Ha Noi and a further50,000 taxi vouchers across Da Nang, Nha Trang, Haiphong, Vung Tau, Bien Hoa and Can Tho. This is supported by 46 luxury “Green Ride” cars which consumers in HCMC and Hanoi have the chance to win free rides home in. The idea behind the “Green Ride” is to create positive conversations about getting home safely and will be supported by an extensive media and digital campaign to spread themessage not to drink and drive to the public across Vietnam.

How do you think this campaign will contribute to make a difference to change attitude of drink drivers in Vietnam?

This campaign in partnership with the NTSC and UBER gives us an unprecedented opportunity to help change attitudes and behaviors towards drink driving in Vietnam due to the scale of the campaign and the reach of the Heineken brand in Vietnam. While the Government has paved the way and raised awareness around drink-driving, we believe our brands are one of our most powerful tools, so by sending this strong message from our flagship brand, Heineken®, we believe it sends a very strong message to consumers who love our brand not to drink and drive.

The global study conducted by HEINEKEN is a step towards better understanding the issues that exist around drink-driving and with these insights, allows us to create more effective campaigns to positively impact drink driving. Our research findingsshowed that 37% of people in Vietnam believe it is OK to drink alcohol before driving.  We want to reduce that number at least to the global average of 28%.

What are your long-term goals and strategies for the “When You Drive, Never Drink” campaign?

The “When You Drive, Never Drink”campaign is not a one-off activation. It is part of a long-term commitment in Vietnam, built on HEINEKEN’s long-standing commitment to responsible drinking. It is backed by Global research and linked toour Global Formula 1 campaign.

After the initial phase of this campaign (through to Tet 2018), we will review it and make necessary changes as required to improve its effectiveness with the ultimate goal being to reduce the amount of people in Vietnam who believe that it is acceptable to drink and drive.

It is important to emphasize that changing human behavior is not an overnight job. It requires a long-term commitment, and active participation of many key stakeholders from the Government, NGOs to businesses and the wider community. We realize that today more people, especially the younger generation, are increasingly aware of the negative impact of drinking and driving. Therefore we believe that by working together with other relevant stakeholders, such as the NTSC and Uber, we can make this campaign a success and further build a responsible drinking culture in Vietnam where it is less acceptable to drink and drive.
 

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