#CelebrateResponsibly is our annual campaign advocating responsible consumption, which continued for the 6th consecutive year in 2020 in conjunction with Global Be(er) Responsible Day (GBRD), a worldwide initiative among major brewers to promote the responsible enjoyment of beer.
In light of the alarming rise in high-profile cases of drink driving which resulted in several fatalities, we distilled our key message into a simple, singular one: if you drink, don’t drive.
With a simple message, this year’s campaign underscored the risk that one drink may be one too many, in that different individuals can react to alcohol’s effects in various ways, and that the best way to eliminate this risk completely is by changing consumer behaviour from the very start – by making responsible choices even before the first sip.
We partnered with two major news dailies, Sin Chew Daily and The Star, to reach their English and Chinese-speaking readers respectively through print and digital communications. Through articles, infographics and short videos, we drove awareness and education of the new penalties, facts and myths on driving under the influence of alcohol, and advocated ride-sharing and chauffeur services in lieu of self-driving, with a total digital reach to over 4.5 million viewers.
The campaign was jointly launched with Transport Minister Datuk Seri Dr Wee Ka Siong, the key figure in national administration spearheading the introduction of the new laws, alongside the Malaysian Institute of Road Safety Research (MIROS).
For consumers, the ultimate incentive for behavioural change was the offer of subsidised and discounted rides to change mindsets and behaviour on drinking and driving, encouraging them to plan ahead before a night out drinking.
More than 5,000 discounted rides were offered from existing e-hailing campaign partners Grab and Riding Pink worth RM10 this year, and we also partnered with three new providers – e-hailing service SOCAR+, and chauffeur-on-call companies Lailah and DriveSafe – that each offered a 10% discount on fares throughout the campaign period at more than 1,800 of our affiliated bars, bistros and restaurants around the country.
The campaign, which ran from mid- September until the end of November was our biggest yet with all 5,000 subsidised rides from Grab redeemed, a total of five ride-sharing/e-hailing partners including three new ones for the year, more than 75,000 point-of-sale tent cards distributed to our nationwide ontrade customers, and partnerships with two major media houses for maximum awareness, education and behavioural change.