APB laughs out loud

Singapore - Making further efforts to encourage responsible drinking, Asia Pacific Breweries (APB) Singapore has rolled out a one-night-only stand-up comedy performance.Part of its Get Your Sexy Back campaign, the "One, Two, Many... Get Your Sexy Back" comedy night will be held on 24 January, featuring local comedian Hossan Leong and international acts Jonathan Atherton and Kavin Jay.Tapping into social media, the campaign will feature five of the best stories contributed by GYSG's Facebook fans through a contest that was held from 23 November 2012 to 5 January 2013.Michael Chin, general manager of APB Singapore, said the campaign adapts to popular culture to remain relevant to the target audience."With the increasing popularity and influence that stand-up comedy has amongst Singapore youth, we believe it is an appropriate and relatable platform for us to spark discussion through a night of light-hearted humour about binge drinking and one that will help drive home the message of responsible alcohol consumption," he said.Alina Boey, head of corporate communications, added the company hopes that such initiatives will encourage more youths in Singapore to actively engage in responsible drinking while encouraging their peers to do so as well.APB also launched a social media campaign last year and an OOH-focused one in 2011 with the same objective.