Making the right choice can change your tomorrow ... - Vinpro | Vinpro

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May 31, 2018 - Education (aware.org.za), launched a new consumer campaign ... The campaign, When you drink, drink Like T
Making the right choice can change your tomorrow. Aware.org looks at how responsible drinking can positively impact tomorrow. Johannesburg, 31 May 2018. Aware.org, the Association for Alcohol Responsibility and Education (aware.org.za), launched a new consumer campaign focused on building a culture of responsibility and moderation within the alcohol ecosystem of brand-owners, consumers and other stakeholders. The campaign, When you drink, drink Like There is a Tomorrow, seeks to enable consumers to rethink their choices when it comes to the consumption of alcohol. What is different about this campaign is that it defines what drinking responsibly is and highlights the positive impact thereof. Aware.org’s focus is on preventing the negative consequences of alcohol abuse and, as such, has an important role to play in educating consumers in this regard. Research shows that South African’s have become desensitised to seeing cars crashing at high speeds, bodies flung into the distance on poorly-lit roads, and grieving families affected by reckless behaviour. This insight served as a catalyst to more effectively communicate their new campaign and position the positive future outcome of responsible drinking as a reason to do so. “From the start, we wanted our message to be clear. We know that finger-wagging and the shock approach does not work; we’re in an age of social awareness and we know that we’ll make more of an impact if we can start having the right conversations around responsible drinking,” says Ingrid Louw, CEO of aware.org. “We believe that this new approach is a move in the right direction. We will actively drive the campaign messaging and educate consumers across various platforms, with the hope that this transcends into consumers making the right choices, and in turn, that this will begin to drive behavioural change. When you drink, make the right choices so that your tomorrow is a better tomorrow,” adds Louw. Social media platforms will deliver detailed content to fuel the right conversations and provide the right information, whilst radio and taxi TV will stretch and extend the campaign to all consumers. “We aim to supersede our past reach of 95 million consumers through television, radio, out of home, transit and digital platforms with the new campaign.” concludes Louw. While there are none of the visceral images associated with the more traditional (and somewhat over-used) socially responsible advertising around alcohol consumption, the campaign delivers a hard-hitting and socially pertinent message: “Drink Like There is a Tomorrow”.

The Deputy Minister of the Department of Social Development, Mrs Hendrietta BogopaneZulu was in attendance and delivered the Keynote Address at the Campaign Launch Event. This reinforced the collective responsibility of key role-players in alcohol harm reduction programmes in South Africa. ENDS. Issued on behalf of aware.org by The Riverbed Agency Aware.org (aware.org.za) is a Non-Profit Organisation (NPO) established by the South African liquor industry. It has, as its members, the liquor producers and manufacturers, distributors and traders. As such, aware.org represents almost the entire local liquor industry. The core mandate of the organisation is to reduce alcohol-related harm in South Africa. Recognising that alcohol abuse is a multi-faceted problem, aware.org is committed to making a meaningful impact through collaborative efforts with key stakeholders directly and/or indirectly involved in reducing the abuse and misuse of alcohol. Through partnerships with the public sector and non-government groups, aware.org aims to:  Raise awareness around the harmful effects of irresponsible drinking through education and awareness programmes.  Conduct research that will aid in curbing alcohol abuse.  Establish proactive strategic partnerships in line with our mission and strategic objectives through grant-funding programmes that can make an impact at grassroots level and create a society that drinks responsibly. For more information, contact: The Riverbed Agency Ashveer Kewalpershad PR Account Manager T: 078 062 1560 E: [email protected] The Association for Alcohol Responsibility and Education (aware.org) Bongi Bozo Programmes Manager T: 010 110 7160 E: [email protected]