Drinking and driving remains a serious concern for HEINEKEN. In Serbia and Italy, two innovative campaigns have been attempting to address the issue.<br />In Serbia, the simple tagline ‘Guys, who drives home?’ was used to raise awareness among 18-30 year olds, the group most likely to drive after drinking. Another element of the campaign involved promoting the use of public transport as a safe alternative. The Public Transport Company (GSP) proved to be an effective stakeholder to spread the message to a wide audience by placing the campaign posters at a number of stops.<br />HEINEKEN Serbia used a multi-platform approach to get the same message across at the Belgrade Beer Fest in August 2013. Leaflets, online and print media, even special HEINEKEN-marked buses were all used to reach the more than 700,000 people who attended the five-day affair.
