brandhouse launches 2012 Responsible Drinking Media Awards

brandhouse, one of South Africa's leading alcohol beverage companies, has officially launched their new 2012 campaign. In its second year running, these awards recognise journalistic efforts in supporting, promoting and contributing to the Responsible Drinking agenda and ultimately to helping change consumer behaviour.

Gerald Mahinda, MD of brandhouse, says, "brandhouse is deeply committed to responsible drinking and support various interventions driving this important message. The brandhouse Responsible Drinking Media Awards, the first initiative of its kind in the country, forms part of our ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of alcohol abuse."

The objective of the awards is to encourage journalists to use their individual approach and messaging influences to proactively gain traction with their readers and shape perceptions and behaviour around drunk driving, as well as other alcohol abuse-related issues such as under-age drinking, foetal alcohol syndrome (FAS) and binge drinking.

Heather Noble, Campaign Manager at brandhouse, says, "The media have an important role to inform and influence people and this award represents an innovative way to make Responsible Drinking a priority on the news agenda. We believe their messages influence consumers and by being activists for responsible drinking they have the opportunity to make a difference."

The awards are open to all South African journalists who consistently demonstrate efforts to support and promote responsible drinking. Articles must have been published in South African media (print, broadcast, online) and can cover any stories on responsible drinking including issues related to alcohol abuse and its consequences.

"We'd like to acknowledge media who are true ambassadors for responsible drinking. We are very proud of this initiative and look forward to receiving a wide variety of entries from all sectors of media," concludes Noble.

For more information on the 2012 brandhouse Responsible Drinking Media Awards and how to enter, go to www.brandhouse.co.za or email entries to moc.gnitlusnocitf@cs.aidem.dr. Entries close at 12pm on 30 April 2012 and only media who have entered will be reviewed. Entrants need to build a portfolio of published work dating from 1 May 2011 until 30 April 2012.

The entry categories for the 2012 brandhouse Responsible Drinking Media Awards include:

• Journalist of the Year (Prize money of R10 000)
  
• Best Magazine (Prize money of R10 000)
  
• Best Newspaper (Prize money of R10 000)
  
• Best Broadcast -Radio/TV (Prize money of R10 000)
  
• Best Online (Prize money of R10 000)
  
• Best Blog (Prize money of R10 000)
  
• Best Community (Prize money of R10 000)

There will be three finalists per category.

Journalists entering the brandhouse Responsible Drinking Media Awards will be judged on the following:

- Ability to highlight, profile and engage with the issues around Responsible Drinking
- Approach to the various campaigns (proactive/unique/relative)
- Level of support (balance between quality and frequency)
- Level of influence (creating awareness/challenging target audience/encouraging change)