Influencing social norms
Over the course of the next few years, we have committed to investing at least 1 billion USD across our markets to dedicated social marketing campaigns and programs to influence social norms and behaviors around alcohol consumption. We are currently developing a Global Social Norms toolkit with the input of experts in social norms and marketing that will provide guidelines to support the design, deployment and internal assessment and monitoring of our smart drinking campaigns and programs around the world. All the information contained in the toolkit is based on cutting-edge research and approaches to alcohol harm reduction from leading universities and thought leaders.
There are many examples from around the world where we are making progress on this goal. For example, in India, we used social media to spotlight road safety through our Respect the Road campaign, partnering with a local theatre group to run street plays to raise awareness of the dangers of drunk driving. In Brazil, since 2010, we have partnered with local NGOs on a responsible drinking program aimed at adolescents in low income communities. To date, around 20,000 teenagers have participated in workshops and training and close to eight million have engaged the program’s online communications channels.
We are also going beyond the harmful effects of drunk driving, by focusing broadly on creating safer roads for all people, from our colleagues to our customers. That is why we are investing in coalitions such as Together for Safer Roads and scaling successful pilots like our Por un Buen Camino road safety program to help change driver behaviors by instilling powerful best practices delivered through channels that have proven to be effective in reducing road accidents and fatalities.
Our campaigns in action
Since 2010, our colleagues in Brazil have partnered with local NGOs on a responsible drinking program for adolescents in low-income communities. NaResponsa’s tackles underage drinking through a network of local NGOs to improve alcohol literacy and through an online platform for teenagers, reinforcing the idea that they can have fun without consuming alcohol.
Budweiser Give a Damn x Lyft Partnership
We created a program to encourage using safe rides to get home as an alternative to driving after drinking. Partnering with the ride-sharing service Lyft, we provided over 6,000 safe rides in the U. S. each weekend, from September to December 2016, in New York, Illinois, Florida, Colorado, Washington, D.C., Pennsylvania and Massachusetts.
Together for Safer Roads
In 2014, we collaborated with leading global companies to create a coalition dedicated to improving road safety and reducing deaths and injuries from traffic collisions. We called it Together for Safer Roads (TSR). The private sector coalition has four key focus areas: safer companies and fleets; local demonstration projects; data collection and management; and advocacy and thought leadership.