Heineken will use findings from the study to create targeted anti-drink driving campaigns

Heineken will use findings from the study to create targeted anti-drink driving campaigns

Heineken has deepened its commitment to responsible drinking with a new study aimed at uncovering behavioural triggers that cause consumers to drink and drive.  

The brewer said today that it will use the results of a global study to create targeted responsible drinking campaigns. The findings will be used as part of Heineken's Formula 1 'When You Drive, Never Drink' programme, which was launched last year. 

According to the study, cultural and societal norms override drink-drivers' good intentions. For example, 64% of drink drivers find it acceptable to drink and drive if they have eaten a lot, alternated between alcoholic drinks or taken a short nap. The brewer defines drink drivers as respondents who said they had driven after consuming alcohol either within the legal limit or when they were unsure if they were within the legal limit. 

The company said new campaigns would "nudge" consumers to behave differently. 

"Our 'When You Drive, Never Drink' programme gives us an unprecedented opportunity to help change attitudes and behaviours and reduce drink driving around the world," said Gianluca Di Tondo, senior director global Heineken brand. "For our campaign to be effective, we really need to dig deep in order to understand the causes of the problem."

The study involved 10,000 drivers aged 25-54, across 10 markets, who consume alcohol at least once a month. The markets are Brazil, China, India, Italy, Mexico, South Africa, Netherlands, UK, US and Vietnam.

Responsible drinking issues around the world - The IARD Digest - August 2017

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