APB promotes responsible drinking

Asia Pacific Breweries Singapore (APB Singapore) has launched a new digital project aimed at discouraging the public from drinking and driving.

To get this going, it has asked the public to share creative ways of getting to a party without driving. The digital campaign forms part of the on-going ‘Don’t Drive to Drink’ campaign launched by the Traffic Police and the Singapore Road Safety Council yesterday.

This is the first year that the annual ‘Don’t Drive to Drink’ campaign has a digital activation. A micro-site has also been created to crowd source for creative ways to not drive to drink.

Consumers are tasked to give suggestions by using the hashtag “#dontdrive2drink” on their social media pages across Facebook, Instagram and Twitter.

Shannen Fong, head of corporate relations for APB Singapore, said that this is the first time a crowd sourcing initiative for fresh ideas have been taken on how to avoid drink-driving.

“We are always on the lookout for a fresh and effective approach to remind and educate consumers on responsible alcohol consumption. By seeking public involvement in this year’s anti-drink drive campaign, we aim to make the key message of ‘don’t drive to drink and you’ll never drink and drive’ stick,” she added.

To drive public participation, prizes are also up for grabs.

APB Singapore has been a long term partner of the Traffic Police and its anti-drink drive campaigns. Responsible consumption is a key initiative under Heineken’s corporate business priority and strategy called Building a Better Future.

A key focus of responsible consumption is through market partnerships, where collaborations with relevant government bodies on anti-drink drive campaigns help address alcohol-related harm.