Drink driving campaigns
In November 2011, Uganda Breweries rolled out the Friends Don’t Let Friends drink Drive campaign. In December 2012 we launched the Red Card to Drink Driving campaign that is running to date.
Campaign activities over the years have included:
• Over 400 barmen and 200 alcohol retailers trained on responsible serving to equip them with knowledge and skills on how to deal with issues of a drunk or underage customer.
• Bar and store activations and branding aimed at reminding people to drink responsibly at the points of purchase.
• Over 350 traffic policemen, 300 university staff, 40 journalists and 90% of our staff have been taken through training about alcohol behaviour and communication (Drink IQ) aimed at equipping people with knowledge on alcohol so that they can make decisions about drinking from an informed point of view.
• Responsible drinking messaging across all mass media and social platforms
• We introduced the Replacement Driver concept in association with key taxi associations (Yellow Cab and Blue Taxis) to offer a person under the influence of alcohol an alternative means back home as opposed to drink driving.
We have worked with credible partners over the years to help drive our campaigns. These include: The Uganda police, Total Uganda , taxi associations, UAIA, as well as campaign ambassadors like Charles Masembe, the legendary referee, to appeal to football fans and Irene Ntale, artiste to appeal to her music fans.