Commitment details

Information about the commitment

Submission number 1310652755399-1424
Submission date
  • 14-Jul-2011
Owner of the commitment SABMiller
Name of the organisation's representative in the forum Gabor Garamszegi
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment The Establishment of Cooperation between the Company, the Government and an NGO to Prevent Together Drinking and Driving
Commitment summary Company Plzensky Prazdroj, a SABMiller subsidiary, takes an active role in promoting a responsible approach to alcohol consumption. One of the self-regulative activities is the responsibility message used in commercial communication and on packaging. The advisory message aimed at one of the most significant symptoms of irresponsible consumption “Don´t drink and drive”, together with a hyperlink to the website “napivosrozumem.cz” (drink beer wisely), aims to encourage responsible behavior related to alcohol beverage consumption.
To support this message we signed a Memorandum on cooperation with the Ministry of Transport. We are aware of the need to expand activities aimed at increasing road safety in the Czech Republic, the prevention of driving under the influence of alcohol, and media coverage of road safety issues.
The purpose of the Memorandum is to establish cooperation between Plzensky Prazdroj and the Ministry of Transport in preparing campaigns, in spreading information connected with road safety issues, in the Ministry of Transport BESIP department's patronage of events organized by Plzensky Prazdroj, a. s. as part of the prevention of drinking and driving, including the Promile INFO service, and in the involvement of the Ministry of Transport's BESIP department in a joint project with the non-governmental organization Sananim and Plzensky Prazdroj.
The commitment is related to establishing cooperation between the company, the NGO and the government, and to start common programs. The intention is to extend the activities related to irresponsible behavior in connection to drinking and driving.
Time Plan:
Signing Memorandum (June 2011)
Production of “informative” beer mats (July 2011)
Start of distribution of “informative” beer mats to pubs (July/August 2011)
Official engagement of Ministry of Transport to Promile INFO project (September 2011)
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Ministry of Transport, Czech Republic
  • Sananim, Czech Republic

Contact Point

Contact name Drahomira Mandikova
Organisation Plzensky Prazdroj a.s.
Title/Position Corporate Affairs Director
Address
U Prazdroje 7
304 97 Plzen
Czech Republic
Tel 420224 508 359
Fax 420224 508 222
Email drahomira.mandikova@pilsner.sabmiller.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) Consumers should make informed decisions about alcohol consumption based on accurate and balanced information. Consumers are in the best position to judge the personal risks and benefits of drinking alcohol and the need to adjust their drinking when personal circumstances change.
The cooperation outlined in this commitment is motivated by the desire to better coordinate the myriad organizations who want to achieve responsible behavior in connection to alcohol consumption and driving.
Priority areas
  • Develop efficient common approaches to provide adequate consumer information
Baseline Plzenský Prazdroj is one of the founders of the Responsible Brewers Initiative (RBI) in the Czech Republic. RBI´s objective is to ensure efficient self-regulation of commercial communication within the brewing industry in the CR. Since 2006, we have been supporting the Promile INFO program, prepared by the SANANIM NGO, the main focus of which is to reduce drink driving. We launched the www.napivosrozumem.cz website in Feb 2009, providing comprehensive information on the effects of alcohol on the human body. In 2011 we have started to use the responsible message “Don´t drink and drive” on all commercial communication and packaging. In line with the Memorandum we are closely cooperating with the Ministry of Transport, in particular the BESIP department established to pursue road safety.
Start date Jul-2011
End date Jul-2012
Expected interim date
  • 30-Jan-2012
Final report date
  • 30-Aug-2012
Member states
  • Czech Republic
Other concerned countries

Commercial communication

Target
Tool
Description 1.2 million beer mats dedicated to the theme of road safety, i.e. drink driving prevention and better visibility of pedestrians/cyclists. The update of the “Don´t drink and drive” section on the website www.napivosrozumem.cz in cooperation with the Ministry of Transport who will sponsor this section.

Consumer information

Target
  • Czech, 18+, beer drinkers of PPAS brands
Tool
  • Invoice with the amount of beer mats
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
  • Risk groups in general
Tool
  • media coverage (press, radio, internet) monitored by an independent media monitoring company
Description Gaining support through PR communication (press releases distributed to targeted media)

Youth involvment

Target
Tool
Description

Research

Area
  • Awareness of the responsible campaign to consumers
Description We will use consumer tracking done by an independent agency to monitor drinkers´ awareness of the beer mat campaign.

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives The objective of this commitment is to ensure effective cooperation between the three parties involved in improving public awareness of the need to expand activities aimed at increasing road safety in the Czech Republic, preventing drinking and driving, media coverage of road safety issues.

More specifically, we will produce and distribute 1.2 million beer mats, 10% of our total beer mats production for one year, to the outlets where Plzensky Prazdroj brand are sold. The design will be prepared by the Ministry of Transport.

The Ministry of Transport will be engaged in the Promile INFO project, targeting drinking and driving, run by SANANIM NGO and Plzensky Prazdroj.

We will update of the “Don´t drink and drive” section on the website www.napivosrozumem.cz in cooperation with the Ministry of Transport who will sponsor this section.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) This commitment contributes to reaching the aim of the Forum since it complies with one of the priority area set by the Forum: Develop efficient common approaches to provide adequate consumer information.
This multi-sector cooperation will reinforce drivers' understanding of the need to change their habits with regard to responsible drinking.

Input indicators

Number of people involved 1 employee at Plzensky Prazdroj
Time spent (Man/hours) 30 hours/month
Cost (please indicate in €) 12 840 EUR
Other

Information on monitoring

Number of people reached 2 961 000 (Czech, 18+ consumers in more than 20 000 outlets)
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
Type of methodology

Details about the monitoring report

Title of the commitment
The Establishment of Cooperation between the Company, the Government and an NGO to Prevent Together Drinking and Driving
Name of the Forum member organisation owning the commitment
SABMiller
Name of the Forum member organisation owning the commitment
SABMiller
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
15/07/2011- 15/07/2012
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Mandikova Drahomira
Corporate Affairs Director
U Prazdroje 7
304 97 Plzen Czech Republic
420 224 508 359
420 224 508 222
drahomira.mandikova@pilsner.sabmiller.com
Commitment summary (based on summary given in original commitment form):
Plzensky Prazdroj a. s., a SABMiller subsidiary, takes an active role in promoting a responsible approach to alcohol consumption. One of the self-regulative activities is the responsibility message used in commercial communication and on packaging. The advisory message aimed at one of the most significant symptoms of irresponsible consumption “Don´t drink and drive”, together with a hyperlink to the website “napivosrozumem.cz” (drink beer wisely), aims to encourage responsible behaviour related to the consumption of alcoholic beverages.
To support this message we signed a Memorandum of cooperation with the Ministry of Transport. We are aware of the need to expand activities aimed at increasing road safety in the Czech Republic, preventing driving under the influence of alcohol, and encouraging media coverage of road safety issues.
The purpose of the Memorandum is to establish cooperation between Plzensky Prazdroj a. s. and the Ministry of Transport in the preparation of campaigns; the spreading of information connected with road safety issues; the Ministry of Transport BESIP department's patronage of events organized by Plzensky Prazdroj a. s., as part of prevention of drinking and driving, including the Promile INFO service; and the involvement of the Ministry of Transport's BESIP department in a joint project with the non-governmental organization SANANIM, and Plzensky Prazdroj a. s.
The commitment pertains to establishing cooperation between the company, the NGO and the government, and to starting joint programs. The intention is to expand the joint programs in relation to preventing irresponsible behaviour in connection to drinking and driving.
Web site/s relating to the commitment
www.prazdroj.cz/en/responsible-company/our-principles-of-sustainable-development/discouraging-irresponsible-drinking/commitment-in-eahf
www.napivosrozumem.cz
Description of the implementation of the commitment
The following key milestones were achieved within the implementation of the commitment:
1. June 2011: The Minister of Transport and the Managing Director of Plzensky Prazdroj a. s. signed a memorandum of common intentions to cooperate and contribute to the improvement of road safety in the Czech Republic. (Resp: PPAS)
2. June 2011: The Ministry of Transport developed and approved the design of 2 types of beer mats: the first with the message “Agent 0.00 with a license to go out”, and the second with the message “Be visible to survive”. (Resp.: Ministry of Transport)
3. July 2011: Plzensky Prazdroj a. s. started to cooperate with the Ministry of Transport on the Promile INFO project, run by SANANIM NGO, distributing leaflets and single-use, alcohol breath tests during summer festivals in a special Promile INFO branded tent. (Resp.: PPAS)
4. July 2011: Both beer mat designs were produced. (Resp.: PPAS)
5. August 2011: Beginning of beer mats distribution to all ON-trade outlets of Plzensky Prazdroj a. s. draught beer. (Resp.: PPAS)
6. September 2011: Successful completion of the summer festivals Promile INFO promotion. (Resp.: PPAS)
7. September 2011: External communication via press conference, organized in cooperation with SANANIM NGO to launch the upgraded responsible message website napivosrozumem.cz, and to present the new beer mat messages. (Resp.: PPAS)
8. November 2011: Start of cooperation with experts from the Ministry of Transport within the section “Experts´ Advice” on napivosrozumem.cz .(Resp.: PPAS)
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
The objective of this commitment is to ensure effective cooperation between the three parties involved in improving public awareness of the need to expand activities aimed at increasing road safety in the Czech Republic, preventing drinking and driving, and encouraging media coverage of road safety issues.
More specifically, we produced and distributed 3 418 576 beer mats, 10% of our total beer mat production from August 2011 to July 2012, to the 15 351 outlets where Plzensky Prazdroj a. s. brands are sold. The original committed quantity was 1,2 mio beer mats, which was exceeded more than twice. The design was developed by the Ministry of Transport.
The Ministry of Transport was engaged in the Promile INFO project, targeting drinking and driving, and run by SANANIM NGO and Plzensky Prazdroj a. s. In 2011 during 30 summer festivals, SANANIM distributed promo materials made by the Ministry of Transport that focused on visibility on roads, and more than 3 000 single-use, alcohol breath tests branded with the Ministry of Transport’s logo.
The Ministry of Transport specialists’ were engaged in creation of the content for the section “Experts´ Advice” on www.napivosrozumem.cz
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
This commitment contributes to achieve the aims of the Forum since it complies with one of the priority areas set by the Forum: To develop efficient common approaches providing adequate consumer information.
This multi-sector cooperation is reinforcing drivers' understanding of the need to change their habits with regard to responsible drinking.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
In order to implement all the planned activities and to achieve the objective, the following resources were allocated to the commitment:
Number of people and time spent
Committed: 30 working hours monthly
Realized: 31 working hours monthly
1 employee was directly involved in the project from July 2011 to July 2012 and he spent 216 hours on the project; other employees from PPAS spent a total of 156 hours on the project.
Costs
Committed: 12 840 EUR
Spend: 33 690 EUR
All costs relating to the commitment were covered by Plzensky Prazdroj a. s. exchange rate used 25 CZK/EUR.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Number of people reached:
Committed: 2 691 000 (Czech, 18+, beer drinkers, consumers of Plzensky Prazdroj a. s. brands)
Realized: 2 691 000 (Czech, 18+, beer drinkers, consumers of Plzensky Prazdroj a. s. brands), data are based on the research outcome.
We distributed 10% of all beer mats made by Plzensky Prazdroj a. s. from July 2011 to July 2012, in a total amount of 3 418 576 to 15 351outlets across Czech Republic.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
During the reporting period the number of beer mats produced by Plzensky Prazdroj. a.s. exceeded the committed amount of 1.2 mio by 284%.
Medium term
Based on the survey conducted by the external research agency GFK more than 11% of respondents acknowledged that they have seen the responsible beer mats.
Long term
Although the commitment was finished we continue with distribution of responsible beer mats into outlets where Plzensky Prazdroj a.s. brands are sold. Moreover we will find new third party partner for new responsible beer mats into the future.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Question on beer mats was part of a research evaluating the upgrade of napivosrozumem.cz. The research was done by GfK agency in January 2012 and included a quantitate survey of sample size 500, regular beer drinkers via computer assisted web interviewing (CAWI). The respondents were asked if they ever saw in a restaurant, bar or other place with service, a non-branded beer mats which encouraged responsible behaviour on roads? Even though the initial research audience was all beer drinkers not only pub visitors the overall outcome showed that more than 11% of respondents know the responsible beer mats.
Data source for number of beer mats:
For the statistics regarding the number of beer mats - we used internal PPAS accounting systems and stocks evidence.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
Professional debate with the title „What happens when you have a drink?“
The design of beer mats was presented on an expert debate with the title „What happens when you have a drink?“. The panelists were Prof. Tomáš Zima, Dean of 1st Medical Faculty of Charles University; Jiří Richter, Executive Director, SANANIM NGO, and Plzensky Prazdroj representatives. The debate was followed by 12 journalists. Plzensky Prazdroj representatives informed the audience about the upgraded website and the related principles of alcohol responsibility and similar projects.
The information about the beer mats was also disseminated via the Facebook fan pages of Plzensky Prazdroj´s brands, and the Facebook fan page of the Ministry of Transport (almost 500 000 fans).
References to further information relating to the monitoring of the commitment
A press release of the official launch of the cooperation between the Ministry of Transport and Plzeňský Prazdroj a.s. was issued by the Ministry of Transport: Ministry of Transport signed a Memorandum of cooperation with Plzensky Prazdroj about the safety on the roads
www.napivosrozumem.cz