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Party hard responsibly

Asia Pacific Breweries (APB) has appointed digital communications agency Yolk to launch its latest regional responsible drinking initiative.

Titled ‘How to Have a Good Night Out’ the initiative is part of APB’s Drink-Savvy platform which aims to effectively reach out to and engage with consumers so that they understand, value and enjoy drinking responsibly.

The campaign runs until 28 April in 14 countries where APB has operations – Cambodia, China, Indonesia, Laos, Malaysia, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Singapore, Solomon Islands, Sri Lanka, Thailand and Vietnam.

It features six animated tongue-in-cheek and funny ‘lessons’ on responsible drinking. It also includes a micro-site where people can view, choose and personalise their favourite animated ‘lesson’ before sharing it with members of their online community via Facebook, Twitter, Pinterest and through email invites.

Amongst those who have pledged their support are Michael Ma, group CEO, IndoChine Group, Danny Loong, co-founder/chief creative director of Timbre Group, Timothy Chia, head of marketing & events of Zouk Singapore and other popular local entertainment personalities.

APB is offering those who submit and share their personalised videos a chance to win prizes, which include Lomo cameras, Apple iPod Shuffles, iPad Minis as well as others.

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