It launches its initiative at The Absa Stadium Durban, with a television, radio, electronic communication and print campaign in support of responsible alcohol consumption, to coincide with the start of the 2010 Currie Cup.
The Sharks marketing manager, Mike Ablett, who has been working on this campaign for the last few months with its agency, The Flagship says, "Through visuals around the stadium and on the big screen, the campaign aims to further increase awareness of driving under the influence.
"The campaign will be aired for the first time on Friday 16 July 2010, on the SuperSport 2 channel at 7pm. In addition it will be supported through radio adverts and the Sharks website - www.sharksrugby.co.za. We believe this will go a long way to promoting an understanding of what responsible drinking means and how important it is to have a sober, dedicated driver to take you home after the game. We want our supporters to appreciate the seriousness of our concerns and the ramifications of irresponsible alcohol consumption. It does not mean that we are saying you must not have a good time. It just means you should do so responsibly and predict and plan your way home afterwards."
Sharks CEO, Brian van Zyl elaborated, "The clever ad campaign is a simple, single-minded, hard-hitting message encouraging supporters to know where to draw the line on drinking. The consequence of non-compliance is evident to all who see or hear the message.
"The Sharks have partnered with Good Fellas, in an initiative to get our supporters home safely. As a Good Fellas member, you may call for a personal chauffer to drive you home in your own car, allowing you to enjoy yourself responsibly. With Good Fellas, you can still enjoy the game, but do the right thing by taking the responsible and 'smart way home'."
