SAB and W Cape Liquor Traders to fight alcohol abuse
Author: SA Breweries
Media Release Intoxicated customers, underage drinking, driving under the influence, as well as pregnant women and drinking, are some of the issues dealt with in a radical new programme aimed at promoting the responsible trading of alcohol,
Categories: COMPANY NEWS , Education
Media Release
Intoxicated customers, underage drinking, driving under the influence, as well as pregnant women and drinking, are some of the issues dealt with in a radical new programme aimed at promoting the responsible trading of alcohol, launched in the Western Cape, today, by The South African Breweries Limited (SAB).
1,500 licensed liquor traders from across the greater Cape Town area participated in the first of a number of informative Mass Education Rally training sessions involving educational industrial theatre acts, led by well known SA actor and comedian, Hamilton Dlamini. The Mass Education Rally incorporates insightful, engaging and entertaining theatre skits and real-life scenario commentary to drive the key messages of responsible trading. Intermittent pop quizzes during training evaluate the traders’ understanding of responsible trading principles. It creates a fun, high energy, engaging learning environment that seeks to actively engage the trader in the learning process.
(See : Responsible Traders Programme (RTP) information)
In early 2011, SAB undertook a pilot phase of the Responsible Trader Programme across the country. More than 200 traders in the Western Cape participated in the pilot phase of the programme. An evaluation of the pilot showed an increase in traders’ knowledge about how to trade responsibly in their outlets. Traders rated the programme highly on applicability of knowledge and skills for themselves, their business and immediate communities. More than 95% of participating traders were committed to applying the knowledge and skills received within their outlets. Traders were also positive about their role in contributing towards the role of alcohol abuse harm in communities.
SAB Alcohol Strategy Overview
The SAB alcohol strategy is framed around three key dimensions:
1. Living the example
Responsible marketing
SAB does not believe that advertising drives abuse, however, it does respect the views of the community and therefore:
All brand billboards removed from high FAS areas
Significant reduction in brand billboards removed from high poverty areas
Employee alcohol policy
Zero tolerance approach
Random alcohol testing
Alcohol way training
2. Leading co-regulation
Committed to normalisation of the industry
ARA
SAB is founder and key sponsor
ARA sponsors Foundation for Alcohol Related Research (FARR)
Advertising campaigns
University campaigns
Lifestyle education project
Responsible Trading
Generate awareness and commitment to responsible trading
Started in 2009, upgrade roll out in 2011 to train over 10 000 retailers
3. Investing in real impact programmes
Alcohol related road deaths
Drinking & Driving – AEC’s
15 currently
R1 mil each
Partner with local traffic authorities
Dramatically improved prosecution rates
To date over 13 000 motorists have been charged with driving over the limit
Pedestrian Safety – Bobs for Good
R1 million partnership
Specially developed reflective school shoes to make children more visible
10 000 shoes handed out to needy children
Pedestrian accidents leading cause of death for children 10 – 14yrs and experts estimate that a significant portion of these children are killed by people over the legal alcohol limit
University education campaigns
Support South Africans Against Drunk Driving (SADD)
Educated thousands of students at ten universities about responsible alcohol use and the dangers of drinking and driving.
Foetal Alcohol Syndrome
FASFacts collaboration
R1 million sponsorship in 2010
Educated 1050 children, 525 adults and 95 shebeen owners
Influenced 27 000 people through the programme
Established permanent office in Upington
DSD partnership
In November 2010 announced partnership to address the effects of FAS
R1 million investment
Underage drinking
Sports diversion project
Two fields so far – pilot project with the KZN Department of Arts, Culture, Sports and Recreation
- Umbumbulu, south of Durban
- Ngome, Inkosi Bhambatha Zondi Sports Complex
Reality Check
Raise awareness of responsible consumption
Focused initially on drinking and driving (and some localised communications around FAS in specific areas)
Hard hitting, factual above the line campaign
SAB’s biggest billboard holding
18% of South Africans aware of AEC’s
78% of South African’s more aware of the dangers of drinking and driving than a few months ago