Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Jelena Košutić, Executive Director – Operations, Golin Belgrade
In September last year, when Heineken became the global partner of Formula 1, their representatives clearly emphasized that the central piece in the partnership will be the message of responsible consumption. An effective advertising spot that followed, and in which Formula 1 legend Sir Jacky Stewart refused to drink Heineken beer because he’s driving, confirmed this commitment and announced the global campaign “When You Drive, Never Drink“.
Heineken has thoroughly approached the challenge of promoting responsible consumption, and a comprehensive international research on driving under the influence of alcohol has recently been carried out within the campaign. In Serbia, the results were first presented to students of the University of Belgrade, within the framework of educational workshops organized by the company, in cooperation with the Committee for Traffic Safety. The aim of these workshops is to stimulate interaction with students and to communicate the importance of responsible consumption and traffic safety in an interesting way, by demonstrating striking driving situations.
Interesting research results confirm that, despite cultural differences, countries around the world face this challenge. For example, although almost two thirds of people think that there should be no tolerance for drivers driving under the influence of alcohol, as many as 68 percent of drivers in the world have confirmed that they drove under the influence of alcohol. Also, 64 percent of drivers consider driving under the influence of alcohol acceptable if they had a lot to eat or took a nap after drinking alcoholic beverages, and almost half (49 percent) drivers driving under the influence of alcohol justify themselves with “unplanned good times”.
Educational workshops, designed by the agency Golin, have been held so far at the Faculty of Economics and Faculty of Traffic at the University of Belgrade. The results of the research were presented to students by Goran Stupar, corporate affairs expert, Heineken Serbia. Students also heard from Milan Božović and Damir Okanović of the Traffic Safety Committee, who dubbed drivers under the influence “ticking timebombs” on the road. Automotive and traffic expert Mladen Alvirović presented students with the first real experiment in Serbia conducted on the topic of alcohol and driving, while Dušan Borković, the best Serbian driver, told young people that they should never forget that the street is not a race track.
In addition to getting traffic safety information, students also had the opportunity to sample glasses that simulate vision under the influence of alcohol, as well as to check the speed of their reflexes as professional drivers do, on the special “BATAK Champion Reaction” machine.
By the end of the year, the workshops will be realized at the Law School, as well as at the Faculty of Organizational Sciences in Belgrade. The message is clear: When you drive, never drink!