SUN Anheuser-Busch InBev's hard-hitting anti-drink driving campaign attracted a significant public response and won first prize at the Moscow Festival of Social Advertising organized by the Moscow Government.
The "Drinking and Driving kills" advert can be viewed at
www.sun InBev.ru.
The commercial was timed to coincide with the National Road Safety Week and was shown on more than 70 channels, supported by roadside billboards and online communication.

SunInBev launched a partnership with the road police regional department in Omsk, Russia, to help prevent drunk driving. A joint roundtable discussion on the issue captured the attention of local authorities, health care officials, community organizations, and regional media. The partners signed a protocol of intention to continue developing efforts to help prevent drunk driving in the community. Similar efforts are being launched across Russia, covering Moscow, Ivanovo, Kursk, Volgograd, Perm and Irkutsk regions, Republics of Chuvashia and Mordovia.

SUN InBev, Ukraine's market leader for beer, is the first company in Ukraine to tackle the issue of underage drinking. According to the European School Survey Project on Alcohol and Drugs (ESPAD) Ukraine takes 8th place among 34 European countries in terms of underage alcohol consumption. The "Dialogue" project directly engaged with young people, their parents and schools, in order to raise awareness of the problem of underage drinking. In 2006, the program covered approximately 300 schools across Ukraine, supported by a number of training seminars for teachers and school psychologists, including specific training on how to help parents and children to avoid or overcome underage drinking.

Furthermore SUN InBev launched several drinking and driving initiatives in cooperation with the national police. Very successful was the campaign held during the National Auto Exhibition.

In December 2007, the Department for Transport announced Beck's Alcohol Free as a partner in the fight against drinking and driving.

The fast-rising brand has partnered with the THINK! Campaign, an initiative launched by the Department for Transport, which aims to deter motorists from over-indulgence by providing a stark warning of the severe consequences of drink driving.

Rachel Reynolds, Beck's Alcohol Free Brand Manager at Anheuser-Busch InBev UK, said: "Drinking alcohol is not compatible with driving which is why we support the strong enforcement of the current blood alcohol content (BAC) restrictions in the UK and the THINK! campaign. We look forward to developing our relationship with THINK! in 2008."

www.thinkroadsafety.gov.uk

In October Anheuser-Busch InBev China launched the first "Don't drink and drive" campaign in China. This was done in partnership with the Shanghai Traffic Police Department in three popular downtown Shanghai locations: People's Park, Hua Hai Road and Xiang Yang Park. Interactive games and displays were set up to educate citizens on how to avoid drink-driving. Citizens actively participated in the games and received educational material. The events took place in the presence of Ms Gu Yongli, the Image Ambassador of Shanghai Road Safety and a popular TV show host. She received the first "Responsible Drinking License Plate" awarded to her by the Shanghai Traffic Police and Anheuser-Busch InBev.
With the support of the Shanghai Traffic Police, Anheuser-Busch InBev will also distribute more than 100 000 road safety leaflets to drivers in Shanghai containing practical tips on how to avoid drink-driving. The four young "Don't Drink and Drive" ambassadors shown on the leaflets are children of Anheuser-Busch InBev employees; whose image should send a serious message through to parents and adults. Outdoor billboards will be set up starting from the 15th of November.
Anheuser-Busch InBev China and the Shanghai traffic Police will also kick off an online national contest early November to collect ideas on how to avoid drink driving. Consumers can visit www.inbev.com.cn, Xinmin Evening Post and www.sohu.com to contribute their best practices.

To help fight drunk driving, Anheuser-Busch and its nationwide network of distributors join forces with local retailers across the country to promote the use of designated drivers. The concept employs common sense: when a group of friends visits a bar or restaurant, they select one individual to be the designated driver. In exchange, the individual typically receives free non-alcohol beverages or discounts on food. An annual survey shows that 137 million American adults have either been a designated driver or been driven home by one. More information on these and other efforts by Anheuser-Busch to fight drunk driving is available at www.designateddriver.com.

Anheuser-Busch's first and longest running locally implemented safe-ride home program was launched in 1984 and continues to operate in communities across the country. This program brings together local wholesalers, cab companies, and retail establishments to provide free or reduced-fare cab rides to bar and restaurant patrons who need a safe ride home. This is now coupled with many safe-ride initiatives and designated driver programs supported by the company. The designated driver concept enjoys strong support from retailers who appreciate that helping patrons get a safe-ride home is good business for them, as well. Through these programs, Anheuser-Busch and its distributors have provided more than 1.4 million safe rides home since 1989.

Anheuser-Busch and its wholesalers partner with the American Automobile Association (AAA) South on its "Tow To Go" program, which provides a free tow and ride home for a driver who may have overindulged. This program operates throughout Florida, as well as key cities in Georgia and Tennessee. Since 1998, the "Tow To Go" program has kept more than 10,000 intoxicated drivers from getting behind the wheel.

Anheuser-Busch is actively involved in the country's leading server training programs that educate bartenders, wait staff and store clerks on how to identify and prevent potential alcohol abuse situations. These programs include "Training for Intervention Procedures (TIPS)", which is offered in a traditional classroom setting or online, and "Learn2Serve", a comprehensive web-based training solution. More than 448,000 servers have been trained by Anheuser-Busch wholesalers since 1989.

Good Sport is a fan management program designed to help stadium operators, team owners and concessionaires promote positive crowd behavior. "Good Sport" launched in 1986 includes server training for concessionaires; fan communications promoting responsible behaviors, and safe-ride home programs. "Good Sport" is in place in 100 venues nationwide and also has been used at international sporting events, including the Olympics and World Cup games. For more information, visit www.beeresponsible.com/responsible-drinking-our-programs.html.

For those hosting a party, whatever the occasion, Anheuser-Busch and its wholesalers distribute the "Great Party Guide", which provides tips to help ensure their guests consume alcohol beverages responsibly and make it home safely.

Leffervescence-Magazine is a quarterly build up around Anheuser-Busch InBev's multi-country brand Leffe. The magazine provides information on the history of Leffe, on recipes that include Leffe, on taste events, etc. It also offers consumers the opportunity to discover the world of Leffe in a moderate way by introducing a responsible drinking section in every issue of the Leffervescence-Magazine. The goal of the section is sensitizing a broad public to topics like drink-driving, underage drinking and excessive drinking.

Over the last few years, Labatt cooperated with researchers to develop new, more effective and persuasive drinking and driving messages. Research helped us to develop a new campaign that empowered people with useful, common sense suggestions for planning ahead their evening so they could enjoy themselves and ensure they get home safely.

For young adults Labatt developed and launched a cool, fun, interactive website (makeaplan.ca) and decided to dedicate more resources in targeting parents to remind them to plan ahead. Transit shelters across the country display messages encouraging parents to plan ahead – if not for themselves, then for the sake of their children.

Anheuser-Busch and its wholesalers currently sponsor scooter programs in select markets, including Florida, Arizona and Missouri. If an adult needs a safe ride home, an independent representative rides a foldable scooter to meet the customer at his or her vehicle, places the scooter in the trunk and drives that person home.

This program, supported by the National Safe Boating Council, reminds boaters, water skiers and other water recreation enthusiasts to be responsible on the water in all activities. The program includes consumer materials that offer tips on hypothermia, safety equipment, distress signals and responsible drinking.

Research from the United States Department of Health and Human Services' 2007 National Survey on Drug Use and Health shows that the majority of underage drinkers report getting their alcohol from adults such as parents, guardians, other family members or unrelated adults. Our "Prevent. Don't Provide" program reminds parents and other adults not to buy alcohol for minors or provide it to them at parties – no matter the occasion. The National Fatherhood Initiative, The International Association of Fire Chiefs and The Association of Junior Leagues International support this campaign. For more information, visit www.preventdontprovide.com.

Anheuser-Busch launched Positive Parenting Connection on MySpace (www.myspace.com/positiveparenting) in 2007. This online resource includes materials, tips and links to expert-designed resources that offer parents helpful advice from authorities on how to prevent underage drinking. The page also features video vignettes with noted family therapist and authority on adolescent behavior Lonnie Carton, Ph.D.

The "College Talk" program is designed to help parents continue communicating openly and honestly with their children on the subject of drinking as students prepare for college and begin a life on their own. "College Talk" was developed by an advisory panel of authorities in the fields of education; family therapy; student health and wellness; alcohol treatment; and social norms marketing; and through conversations with parents and students. More than 732,000 materials have been distributed since 2002. Visit www.collegetalkonline.com for more information.

SunInBev and the Irkutsk, Russia, region's largest retail chains launched a public campaign called "Are you already 18? Prove it!", in which local celebrities participated. Nine thousand stickers with the project logo were placed in more than 1,500 point-of-contacts/sales in Irkutsk, Angarsk, Ulan-Ude and Chita. In addition, we organized a roundtable discussion with legislators, retailers and the community to discuss how to effectively work together to prevent sales to minors.

At concerts and music event venues, Anheuser-Busch's "Sound Attitude" program helps promote positive behavior among concertgoers. The program's success is based on a group approach involving event organizers, venue operators, concessionaires and security personnel to encourage personal responsibility, respect for fellow music lovers and respect for the law. The program includes staff training, designated driver programs and a comprehensive communication effort targeting concertgoers. In addition to being used at music events around the country, "Sound Attitude" is also used at street festivals and other special events that involve large crowds.

In conjunction with the National Shooting Sports Foundation, Anheuser-Busch developed the Sportsman's Guide to Firearm Safety and Hunter Ethics. This brochure provides tips to help make hunting a safe experience. It also recommends avoiding drinking beer or other alcohol beverages until the hunt is over for the day. This brochure is distributed both by the Foundation and through hunting retailers across the country.