Cheers to Social Responsibility, Part II


Upon some more digging after my previous post, I found various other brand activations that were done to counter drunk-driving and other various road safety issues.Two are done by our local neighbors over in Dubai ( both are Nissan and are much better attempts than the activation done here last March). Check them out:

  • Tire Wreaths, Dubai (U.A.E.)

    By using the symbol for mourning, Nissan crafted old or worn out tires into floral wreaths to remind drivers to regularly change them and avoid bursted tire accidents. Although it’s not an active stunt and is only displayed in stores, it’s beautiful and functional. This is a great example of how design sends a message that can help others.

  •  Allianz Insurance DrunkMirror, Brazil

    Using the mirrors within clubs, people were given delayed reflections so they could see the effects of alcohol on their reflexes. Their tagline, “Getting home safely starts with a good look at yourself.” Watch it happen here. Good effort but it may have just been fun for tipsy people to play with their reflections – I don’t know if it really stopped the chugging.

  • Brandhouse Ziploc Bag

    Parked cars were placed in giant Ziploc bags as “evidence” of drunk-driving. A very simple stunt that gets a point across, although it doesn’t do a lot of difference. It’s a nice idea but there isn’t a lot of action involved. B+ for effort though.

  • Crash Text Dummies, Dubai (U.A.E.)

    Sculptures made out of scrapped car parts that formed the letters “FYI” made the rounds at Dubai universities to show the dangers of texting while driving. QR codes near the sculptures would take you to a website where you could share a pledge on your social networks. Like the Ziploc bag effort, the visual impact may get people thinking but it doesn’t physically stop them or help them in any way; however, when it comes to texting, prevention is quite a challenge. It’s been said that texting while driving is more dangerous than drunk-driving.

  • Responsible Young Drivers Parking Barrier, Brussels (Belgium)

    A parking barrier that only opens if you pass a breathalyzer test. Now THAT’S prevention.

  • More Beer Companies and their Responsibility Programs

    MillerCoors “Great Beer Great Responsibility”: MillerCoors beer company has implemented a full program of designated drivers and pledges against drunk-driving. “10 Million Strong” was started back in 2009 when they wanted to encourage 6 million people to take safe rides home between the period of 2009 to 2015. They’ve realized that they will reach that goal ahead of time and have raised the goal to 10 million.1-800-TAXICAB is a toll-free service they sponsor that connects callers to local taxi cab companies.“In 2011, consumers made 794,754 phone calls to 1-800-TAXICAB, visited the website more than 1.3 million times and used 1,877 discounted taxicab vouchers issued by MillerCoors.”

    Miller Lite Free Rides also helps drinkers get free rides home on public transportation during big sporting events or holidays ( including New Year’s Eve, St. Patrick’s Day, the evening of the Kentucky Derby and Halloween) in certain cities. Since it’s launch in ’88, they have expanded to new cities and “more than three million people have taken advantage of a safe ride through this program. In 2011 alone, we provided 556,675 free rides.”
    Read more about MillerCoors’ responsibility efforts here.

    Budweiser’s Anheuser-Busch has similar taxi programs and special deals where designated drivers get free non-alcoholic drinks at restaurants and pubs. It’s Washington D.C. organization SoberRide™ program “offers free cab-ride services to adults who may have had too much to drink. Since 1993, SoberRide™ has provided more than 50,000 free cab rides home to area residents, keeping potential drunk drivers off the road.”
    More info here.

    I don’t remember reading or hearing about any Lebanese social responsibility plans done by our local beer companies so I decided to investigate online. Unfortunately, when visiting Almaza’s website, there is no report on their social responsibility efforts towards drunk-driving or underage drinking. They do have a “responsibility” section but no activations or actual programs listed. 961 Beer’s website’s “Environment and Social Goals” page has no indication of any plans for such programs either and stresses more on the beer being made with local ingredients and being a promoter of the local artistic scene – which is good of them and very true, but I was hoping to see something gauged towards countering the negative aspects of alcohol. And although they started off with a cool visual campaign, Lebanese Brew doesn’t even have a full website – just a Facebook page and apps.

    So my question is this: Which Lebanese Beer company is going to step up to the plate first?

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