The long weekend in April saw many people contributing to keeping our roads safe. So much so that there was a 48% reduction in road fatalities as compared to 2018.
“At SAB, we believe that smart drinking choices affect everyone, every day. We are committed to helping foster a global culture of responsible behaviour to reduce the harmful use of alcohol,” says Zoleka Lisa, Senior Director Corporate Affairs, SAB and AB InBev. In partnership with traffic authorities in various parts of the country, we encouraged safety and responsible alcohol consumption behaviour.
In Kwa-Zulu Natal, we launched an Alcohol Evidence Centre (AEC). The state-of-the-art AEC is equipped with all the necessary equipment required by law enforcement officials to accurately and efficiently determine the breath alcohol level of a person suspected of driving under the influence.
The North West and Free State, saw SAB partnering with the local Traffic Departments on their Easter Road Safety Campaign, creating awareness on the dangers of drinking and driving, texting and driving, speeding, and the importance of resting and obeying the rules of the road.
In Gauteng, at the Rand Easter Show in the south of Johannesburg and surrounding areas, including within Soweto, and in Pretoria, SAB handed out breathalysers and road safety pamphlets to drivers during a two-day awareness campaign.
In addition, SAB and AB InBev launched its C.A.R.E campaign encouraging driver safety. The intention of the C.A.R.E campaign was to heighten road safety awareness with a key focus on promoting good driver behaviour among SAB distribution vehicle drivers. The campaign serves to minimise potential accidents, injuries and fatalities, and has the wellbeing of communities in mind. Truck drivers took the lead in this respect.
C.A.R.E calls for road users to be Courteous, practice Alertness, be Responsive and Ensure the safety of all.
Courteous – be considerate on the road at all times. Keep to the left lane and only overtake on the right hand side of the road.
Alertness – be vigilant and maintain strong awareness at all times. Be aware of other drivers and pedestrian crossings, as well as overtaking on solid lines.
Responsive – keep awake to stay alive. Be responsive and save lives.
Ensure – ensure that you do everything you can to safeguard and preserve life.
HELPING BUILD A RESPONSIBLE SOUTH AFRICA WE CAN ALL BE PROUD OF
In addition to all of the above, we ran a digital awareness campaign leading up to the long weekend. We encouraged users to #ChooseResponsibly by pairing each beer with water or an alcohol-free beer. We chose this type of messaging as we know people are bombarded with “don’t drink and drive” messaging and we wanted to inspire a different mindset. Our campaign went live with a series of social pots as well as on Spotify to keep in sync with modern media and our audience. Our audience loved this fun, inspirational messaging and were not shy to tell us so!
At SAB we aim to make every experience with beer a positive and responsible one. This is why one of our business priorities is supporting Road Safety interventions. We will continue to invest in Road Infrastructure Programmes and support the Alcohol Evidence Centres nationally – especially to leverage the Evidentiary Breath Alcohol Testing (EBAT) technology.
Our plan is to continue to upscale these programmes across South Africa, contributing to our smart drinking goal of reducing the harmful consumption of alcohol in our communities.