SAB targets drunks

The Easter weekend responsible drinking campaign dovetails with SAB’s ongoing “live responsibly, drink responsibly” Draw the Line campaign. Advertising specifically for this Easter weekend includes Velociti, an Arrive Alive-endorsed television advertisement, that intensifies the drink-drive message over Easter; and four radio advertisements: Irresponsible and Inmate, reinforcing the drink-drive message; Soccer Celebration, targeting pedestrian safety; and Nice Guy at Club, promoting the “live responsibly, drink responsibly” message.

The Velociti advertisement features close friends AK and Godfrey, who drive the same car, wear the same kind of clothes and have similar general tastes. They go out, but Godfrey has too much to drink – so his friend AK swaps their car keys before they head for home. When Godfrey can’t get into his car, he realises he may have had one too many and the friends leave together.

Vernacular message

The radio campaign, in vernacular languages, will be focused on regional radio stations across South Africa. The intention is to reach as many people as possible and speak to them in their language of choice, in a concerted effort to carry across the messages as effectively as possible.

Shirley Scriven, acting head of communications at SAB, said the company was not compelled by law to conduct socially responsible advertising, but that it did so without hesitation. “It’s part of our commitment to discourage irresponsible use and combat alcohol abuse.” Scriven said it was appropriate to tell people what the consequences were of irresponsible drinking, and that they should not put themselves or anyone at risk.

“We do campaigns discouraging the more prevalent problems associated with irresponsible alcohol use internationally like binge-drinking, prevalent particularly in the 18- to 24-year-old category.”

Campaigns are tailored through various media to reach specific audiences. “We increase the campaigns during periods where there are higher levels of alcohol consumption, such as the festive season and Easter.”

SAB’s annual programme for responsible alcohol consumption in 2006 was valued at R34 million. The advertising component of that equated to about R24 million in value.

Awareness

“Our external campaigns are increasing. We track awareness, audiences we’re reaching, their understanding, comprehension and impact of the campaigns. Awareness levels and comprehension of our messages are high. We also measure effective reach and impact with the general public and stakeholders of the company.

“Ultimately we cannot change people’s behaviours. We can only equip them with information and knowledge which we hope is going to result in them making responsible decisions.”