Beer maker, Uganda Breweries, a subsidiary of East African Breweries Limited, last week kicked off the third edition of the annual Red Card to Drunk Driving campaign in Kampala writes BAZ WAISWA.
The campaign targets reducing road accidents resulting from the bad habit of drunk driving which in most cases lead to loss of life, permanent body and mental disability, imprisonment and family breakup.
Speaking at the launch of the campaign the Corporate Relations amp Legal Director UBL, Charity Kiyemba stated as people go into the festive season, that use of alcohol doesn’t harm its consumers Kiyemba noted that the campaign is part of UBL’s Alcohol in Society agenda through which it ensures that the use of alcohol does not cause harm to consumers. “Preventing drunk driving and underage drinking is at the cornerstone of UBL’s mission to encourage responsible drinking to ensure the enjoyment of its respectable brands,” she said.
Uganda Breweries has run the Responsible Drinking campaign for the last 7 years because of its effectiveness in delivering the message against drunk driving to society and the good response it has received. An evaluation report of last year’s campaign carried out by Millward Brown, a global communications firm, shows that the campaign created huge awareness on responsible drinking.
“Millward Brown conducted research among 300 people to measure the impact of our communication on responsible drinking in Uganda. The findings show that 87% of the respondents who were interviewed, had seen the “Don’t Drink and Drive” responsible drinking Ad,” she said.
Kiyemba said “The biggest challenge has been converting the high level of awareness into a clear shift in behavior as far as drunk driving is considered. We do believe that the Red Card campaign we are re-activating today will have a significant impact on behavior of alcohol consumers in Uganda because we have added new elements to the drive,” she said. Senior police officers also attended the launch.
Source : East African Business Week