SAB launches new phase in Reality Check advertising campaign

The 'No Regret Friday' campaign, launched late last week, is the next step in South African Breweries' successful 'Reality Check' advertising campaign, which was launched in 2009.

With a focus on the issue of drinking and driving, the 'No Regret Friday' initiative aims to start a movement of South Africans, including high profile celebrities, who are committed to drinking responsibly and who are determined to encourage others to do the same.

Its ambassadors include Bafana Bafana coach Pitso Mosimane, Springbok flank and Stormers captain Schalk Burger, 5FM DJ and Idols judge Gareth Cliff and Caro Smit (South Africans Against Drunk Driving). They will encourage South Africans to share their stories and generate discussion about the dangers of drinking and driving through the campaign.

There will be a website, containing personal accounts by people who have been adversely affected by drinking and driving, 'drinking and driving' facts as well as tips on how to get home safely in the event of being over the legal limit.

Melissa Attree, from GetOn eMarketing, said it was important to tap into social media, as it had the potential to encourage an even bigger discussion on drinking and driving. "Drinking and driving is a very concerning and topical issue. Social media is a great way for people to share their stories and to learn from others' mistakes."

Through Twitter, the company and the campaign's ambassadors will encourage debate through the #NoRegretFriday hashtag. The theme will be further augmented by 30 second live reads as well as 30 second recorded spots.

Weekend focus

While the focus will be on encouraging South Africans to commit to drinking responsibly, this will apply particularly over the weekend when research shows the majority of irresponsible drinking takes place. A recent Ipsos Markinor survey found that the majority of people who drink do so over the weekend, with over 91% drinking on Saturdays. The initiative involves a call to action for South Africans to think about their behaviour every Friday just before the weekend starts.

Whilst the refreshed Reality Check campaign is intended to impact public awareness, perceptions and behaviours, SAB is also driving a series of programmes and initiatives, including leveraging existing partnerships with initiatives aimed at tackling Foetal Alcohol Syndrome (FAS).

"We believe that through effective partnerships, better enforcement and sustained communication, we can help to address many of the problems associated with alcohol abuse," said Vincent Maphai, SAB corporate affairs and transformation executive director.

"When it comes to drinking and driving, the company is uncompromising. We feel the time has come to change both perceptions and behaviour about irresponsible drinking. "We have reaped significant rewards since the advent of our initial Reality Check campaign in 2009 but the time has come to evolve our messaging by calling consumers to action."

Log on to www.noregretfriday.co.za.