Advocacy on Responsible Drinking

Transcription

1 Advocacy on Responsible Drinking

2 Spiritual Luxury Living is committed towards Responsible Drinking

3 I. The Spirits Environment

4 The Environment in India Aggressive & Assertive Power of Youth Active Demonstration Social Media Viral Mode Rise in Crime Rate Increase in violence & women related incidents Faster Cars More Accidents Underage Drinking Binge Drinking Peer Pressure Tier II Cities High Spenders on Luxury & Lifestyle, adoption of new lifestyle Higher Base of alcohol offer GTR, Retail, Hospitality, Outlets Alcohol related abuse Rural and semi-urban areas Alcohol State subject Government under pressure on corruption & crime Blame alcohol for all society evils

5 Moments of Alcohol Consumption *** Modest At Home Corporate Get-togethers Family celebrations Social drinking *** HIGH Personal Milestones Parties & get-togethers Big & Bigger Moments of Joy Boys night out Weddings Celebrations Alcohol..not seen as a safe & healthy choice. Unless. educated, alcohol is mother of all evils Yet Integral to Joy & Celebration Stlll Alcohol is seen as a Devil that motivates

6 Primary Communication Beverage alcohol, when consumed responsibly, can be part of a balanced, healthy lifestyle but, when consumed inappropriately, has the potential for serious harm.

7 Key Areas of Communication Respect the Road Underage Drinking Alcohol related Abuse & Crime Stricter regulations, codes, laws and their adherence Enrolling the support of the entire stakeholders Chain Information, Innovation and Integrity Direct contact programmes 360 Aperture Exercise Right of Choice Caution Over-education

8 Shared Responsibility WHO India Ministry of Health Ministry of Social Development Ministry of Urban Affairs Ministry of Women and Child State Governments Local Police Schools and University Retail F&B Industry Customers Media & Advertising Industry Govt. Bodies & Social Groups Civil Society Special Segments Petrol Pumps, Educational Institutions, Automobile Sector, Transport Sector. Spirits Industry

9 A 360* Aperture Information & Broadcasting Mass Media campaigns Outdoor campaigns Social Media Brands Retail Network Domestic & International F&B Outlets Adoption of creative Symbols Common & Singular understanding Exercise Right of Choice Alliances & Partnerships Phase-wise approach ONE INDUSTRY VOICE

10 Key Communication Themes Light, easy and simple Polite reminders not forceful clampdowns Matter of Choice Communicate the Experiential aspect Position the heritage, tradition & craftsmanship Teach - How much to drink

11 II. The Outreach A Spiritual Perspective

12 The Roll-out A. Encouragement Respecting the Road ( Drinking & Driving ) B. Education - Information, Innovation and Integrity C. Empowerment - Direct contact programmes D. Enrollment the support of the entire stakeholders Chain Retail Network E. Enlightenment - Underage Drinking F. Extend- Stricter regulations, laws and adherence G. Enforcement - Alcohol related Abuse & Crime

13 A. Encouragement Respecting the Road National Highways Special Hoardings for 30 days Move Hoardings across key highways NH 8, NH 1, etc. Petrol Pumps Mandatory display 30 days a year All Spirit Branding Enjoy Partnership with automobile sector Local Traffic Campaigns with volunteers

14 B. Education - Information, Innovation and Integrity CREATIVE Social Message Before each Movie Offer Stars for Outlets that Participate in RD Sessions - BEST & DTC Drivers Sessions - Auto Rickshaw Drivers Public Website with all information Content Alcohol, Information, Consumption Mass messages

15 C. Empowerment - Direct contact programmes F&B Outlet - Tie up with HAI & FHRAI Private Cabs Tie up with leading Hotels Message on Meru Cabs Airport Signage Partnership with Airlines Clubs Employee Policy - Corporate Training

16 D. Enrollment Retail Network Retail Signage`s Proof of Age Training for retail sales staff

17 E. Enlightenment - Underage Drinking Master class - The Schools Programme Campus Dug outs Legal Age of Drinking

18 F. Extend- Stricter regulations, laws and adherence Higher Fines Police Support campaigns Breath Analyzer Checks

19 G. Enforcement - Alcohol related Abuse & Crime Education at local & district level Tie-up with social bodies Branding at Hospitals, Ration Centers & Public Domain

20 III. The Spirits Industry Initiatives on Responsible Drinking

21 Responsible Drinking Industry Advocacy Internal (carried out within the organisation). Energy and water conservation Employee welfare training, healthcare Affirmative action employment of backward sections Corporate governance External (within vicinity or for society at large) Community development Capacity building Environmental protection Healthcare Creating awareness - education, health, social issues E-initiatives Online Information, Education, etc.

22 Responsible Drinking - Primary Concerns A. Drinking & Driving Effects Slowing down your reaction time this can be crucial in an emergency situation Dulling your thinking processes, making it difficult to multi-task an essential skill reducing your attention span not noticing other drivers and/ or vehicles Causing short-term side effects such as blurred vision and reduced hearing reducing your ability to drive safely and identify driving hazards. Impact Accidents, Death, Disobeying rules, Imprisonment Activation Work with the local police reduce drinking & driving Regular breath analyser checks on the road to see alcohol content. Advertisements and Campaigns outside all bars Call a Cab

23 B. Alcohol Abuse Effects Health problem Memory Loss Needing more and more alcohol to feel "drunk Alcohol withdrawal symptoms when you haven't had a drink for a while Impact Violence, depression, bipolar disorder, anxiety disorders, or schizophrenia Activations Organise health camps Work closely with hospitals to increase awareness regarding alcohol abuse Run campaigns for No Peer Pressure

24 C. Underage Drinking Create awareness around underage drinking Work closely with schools and colleges and conduct workshops around alcohol awareness Workshops around health hazards with Underage drinking D. Other Awareness Programs Know your limits Before all else, know yourself and your own limits. It doesn't take long to learn how little or how much alcohol you can tolerate and every body is unique in its ability to tolerate alcohol. Listen to your body and respond in a way that nurtures it rather than abuses it Stay hydrated - Alcohol dehydrates and draws vitamins and minerals out of your body. Drink water, soda or water with added vitamins to restore your lost vitamins.

25 Don't drink on an empty stomach - You will feel the effects of alcohol a lot faster if you drink on an empty stomach and increase the likelihood of feeling sick. Most food is better than none at all but some easily obtained and good foods are bread and fruit. Have a meal before going out and you will feel less like chugging alcohol at a crazy rate of knots Drink slowly - It's important to keep a steady pace when you're drinking. It can take time for alcohol to take its effect. You might feel okay for another shot after a couple of minutes, but keep in mind that you probably haven't felt its effects just yet. Nibble on some food or drink some water in the meantime, to allow the alcohol to diffuse through your body.

26 Need for the Spirits Industry Reduce harmful effects of alcohol Lower negative image, impact and abuse Not to promote alcohol, offer right to choose Respect religious and cultural factors, besides regulations Work with governments, bodies and states Work as ONE ENTITY : ONE FACE Education of alcohol consumption Advocate Moderation Drink to Enjoy & for Pleasure Drink Better, Not More Consistent, Constant, Committed Communication Through

27 Few Case Studies Diageo Ran a campaign called, The choice is Yours The campaign implied that being very drunk carries a penalty of social disapproval. It did so by showing the embarrassing consequences of being thrown out of a club, amongst other things They offer all employees their DRINKiQ training course and encourage them to be ambassadors for responsible drinking. Their environmental policy outlines their commitment to protect against the long-term critical depletion of natural resources and lasting damage to species, habitats, biodiversity and the climate. SAB Miller Support and educate the masses on HIV and AIDS Run a campaign called Respect the Road and follow traffic signals

28 Beam Global Since 2008, Beam and its bourbon brand, Jim Beam, have helped to raise funds and awareness for Operation Homefront, a nonprofit organization which provides emergency financial and other assistance to the families of service members and wounded warriors. With locations around the globe, Beam and its communities often feel the effects of Earth s natural disasters. While no one can prevent these unfortunate occurrences, Beam helps pick up the pieces and support communities around the world as they rebuild in the wake of adversity by providing monetary and moral support United Spirits Limited GO GREEN INITIATIVE - Greenhouse gases. Deforestation. Increasing population. Industrialization. There are various factors contributing to global warming and climate change. But there is one thing that can help overcome the problem, which is a strong commitment to save the Earth

29 Pernod Ricard Promoting responsible consumption to fight against excessive or inappropriate drinking, which is indisputably a key priority for Pernod Ricard. The Group is committed to fighting drink driving and to inform the general public, protect the most fragile populations and mobilise internal teams. They promote social entrepreneurship, Pernod Ricard encourages and finances organisations and individuals, allowing them to achieve their ambitions. The Group is also involved with local communities, so as to support the development of the economic fabric at a regional level. Sharing of cultures, which (along with supporting entrepreneurial intitiatives) is one of the main aspects of Pernod Ricard s sponsorship actions Pernod Ricard s commitment to all forms of art, especially contemporary art, is the culmination of a long tradition begun by Paul Ricard.

30 Key Message I have a choice