Commitment details

Information about the commitment

Submission number 1340277485157-1526
Submission date
  • 15-Apr-2012
Owner of the commitment The Brewers of Europe
Name of the organisation's representative in the forum Pierre-Olivier Bergeron
Name of the affiliated Umbrella Organisation or Federation The Brewers of Europe
Title of the commitment La Carretera te pide SIN
Commitment summary Since 2000 the Spanish Brewers have been funding and supporting, in partnership with many different stakeholders, the "La Carretera te pide SIN" road safety campaign.

Every summer a media campaign is run to reinforce the message of this campaign. Following the launch of the Alcohol and Health Forum in June 2007, a new cinema spot was brought into the campaign. Building on the success of using different media, the Spanish Brewers broaded the scope further in 2008 and used the internet as an additional tool to convey the messages against drinking and driving, as it is considered one of the most important media vehicles nowadays to reach people.

“La Carretera te pide SIN”, which also relies on the support of 15 parties (7 more than in 2007) working on the area of road safety in Spain, helps to raise awareness of drivers and pupils of the driving-schools on the message that drinking and driving are totally incompatible.
Link to further information relating to the commitment www.cerveceros.org; "Global social responsability initiatives" (Worldwide Brewing Alliance, 2006);www.lacarreteratepidesin.org; http://www.facebook.com/?sk=welcome#!/La.Carretera.te.pide.SIN
Forum members, associated with the commitment
Partners, associated to the commitment
  • Asociación Española de Operadores de Productos Petrolíferos (AOP)
  • Confederación Nacional de Autoescuelas (CNAE)
  • Dirección General de Tráfico (DGT) (Ministry of Interior)
  • RACC Automóvil Club
  • Real Automóvil Club de España (RACE)

Contact Point

Contact name Jacobo Olalla
Organisation Cerveceros de España
Title/Position Director General
Address
C/ Almagro, 24 2 izda
28010 Madrid
Spain
Tel +34913086770
Fax +34913086661
Email social@cerveceros.org
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) The beer sector is aware that we must not drive any type of vehicle under the effects of alcohol. It puts in danger not just the life of the driver, but also the whole society who could be affected by the antisocial action.

Cerveceros de España is strongly opposed to drinking and driving and fully supports measures and initiatives targeted at the problem. We support educational and preventive programs as the best avenues to transmit responsible messages to drivers.

The creativity of “La Carretera te pide SIN” is characterised by the use of a positive and educational language to transmit to the public opinion in general, and in particular to young adults, the message of the campaign, without using repression. In the campaign’s image appears three roads, each one has a form of a letter and as a whole form the word: “SIN” (WITHOUT), trying to show that the road demands that alcohol not be consumed when you are taking the car.
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
Baseline Since 2000 the Spanish Brewers have been funding and supporting, in partnership with 15 different stakeholders, the "La Carretera te pide SIN". Run in co-operation with the DGT National Traffic Authority. More than 10.000 posters in gas stations and driving schools; stoppers in gas stations. Around 1.300 billboards in the entry and exits of cities of the whole country, press release in national and sports press, more than 6.000 informative distributed postcards. In previous editions, merchandising across the distribution for driving schools pupils (turnkeys, covers for the steering wheels, etc), an audio-visual work that is launch in television and in Internet. In order to emphasize the 10th edition in 2010, being the 10th anniversary, the image of the campaign was refreshed. In 2004, the Campaign received an award by the European Commission and in 2010, the Road Safety Medal of Merit by the Spanish Traffic Authority (2010).
Start date Jul-2012
End date Sep-2012
Expected interim date
  • 31-Dec-2012
Final report date
  • 31-Dec-2012
Member states
  • Spain
Other concerned countries

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
  • Young men (18 - 25)
  • Young women (18 - 25)
Tool
  • Education campaigns
  • web sites
Description - This awareness-raising campaign starts at the beginning of the summer when people go on holidays and need to pay more attention on the road. - We will keep working on transmitting our message to the population, through the use of the internet. - Renovation and reinforcement of institutional support: promoting new alliances and major links with Parliamentary Commission. - A flash polls to obtain regional information: do Spanish people consume more non-alcoholic beer when they take the car?. - Diffusion in Regions. - Diffusion raising awarenes caimpaign for short distances trips.

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States Meetings with representatives at Regional level, with potential allies in order to look for collaboration and support for the campaign.

Information on monitoring

Objectives The overall objective of the drinking and driving campaign is to further raise awareness among adults above 18 (with a specific focus on young drivers between 18 and 30 years old) about the incompatibility of drinking and driving. This year, we will have special emphasis in short distances trips.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) This objective fits with one of the six priority areas of the Forum, namely "information and education programmes on the effect of harmful drinking and on responsible patterns of consumption", whereby an appropriate consumption in this case is that drinking and driving are incompatible.

Input indicators

Number of people involved 2 (half month /each) 1 (2 months and a half)
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities At least 30 journalists attend the press conference presenting the campaign
Web site visitors
Number of products
Number of pamphlets/adverts Approx. 5 meetings in order to get new allies
Established number of contacts
Other - Organise at least 1 press conference
- Meetings to decide how to elaborate the flash poll

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
Type of methodology
  • Media surveys

Details about the monitoring report

Title of the commitment
La Carretera te pide SIN
Name of the Forum member organisation owning the commitment
The Brewers of Europe
Name of the Forum member organisation owning the commitment
The Brewers of Europe
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)?
01/07/2012 to 31/12/2012
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Olalla Jacobo
Director General
C/ Almagro, 24 2 izda
28010 Madrid Spain
+34 913086770
+34 913086661
social@cerveceros.org
Commitment summary (based on summary given in original commitment form):
Since 2000 the Spanish Brewers have been funding and supporting, in partnership with many different stakeholders, the "La Carretera te pide SIN" road safety campaign.

Every summer a media campaign is run to reinforce the message of this campaign. Following the launch of the Alcohol and Health Forum in June 2007, a new cinema spot was brought into the campaign. Building on the success of using different media, the Spanish Brewers broaded the scope further in 2008 and used the internet as an additional tool to convey the messages against drinking and driving, as it is considered one of the most important media vehicles nowadays to reach people.

“La Carretera te pide SIN”, which also relies on the support of 15 parties (7 more than in 2007) working on the area of road safety in Spain, helps to raise awareness of drivers and pupils of the driving-schools on the message that drinking and driving are totally incompatible.
Web site/s relating to the commitment
www.cerveceros.org; "Global social responsability initiatives" (Worldwide Brewing Alliance, 2006);www.lacarreteratepidesin.org; http://www.facebook.com/?sk=welcome#!/La.Carretera.te.pide.SIN
Description of the implementation of the commitment
- This awareness-raising campaign starts at the beginning of the summer when people go on holidays and need to pay more attention on the road.

In 2012, we signed a collaboration agreement with the Spanish Federation of Municipalities and Provinces (FEMP). The idea was to raise awareness concerning “Drinking & Driving” for short distances trips through the collaboration of Municipalities. We sent the information to all the Spanish City Halls and County Councils with a population of more than 30.000 citizens.

Likewise, we inform and send the information/material to our 15 allies and they help us to distribute it.

In 2012, we distribute the following merchandising:

1. self-adhering visors for the windows in the car
2. pots –its
3. cover for the steering – wheels
4. posters to the petrol stations network through NACE And AVECAR. We send too the spot of the campaign to the petrol station network that collaborates (AOP)
5. 1045 billboards located throughout the Peninsula and Canary Islands
6. broadcast radio commercials

During 2012, there was one presentation at national level and four in different cities in Spain:

1. National Level: we count with the following authorities:
Mrs. María Seguí, Director General of Traffic, Ministry of Interior, Mr. Juan Ignacio Zoido, President FEMP, Pere Macías, President Joint Committee on road safety and sustainable mobility, Congress of Deputies.
2. Regional Presentations:
2.1. Mr. Artemio Domínguez González, County Council of Valladolid,
2.2. .Mr. Ignacio Mena Molina, County Council of Málaga
2.3. Mr. Rafael Gómez Carrasco, City Hall of Murcia
2.4. Mr. Isidro Prieto Giner, County Council of Valencia

- We kept working on transmitting our message to the population, through the use of the internet
- A flash polls to obtain regional information: do Spanish people consume more non-alcoholic beer when they take the car?. “Non-alcoholic beer and Road Safety” by Madison Market Research (November 2011)


Meetings with representatives at Regional level, with potential allies in order to look for collaboration and support for the campaign.
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 overall objective of the drinking and driving campaign is to further raise awareness among adults above 18 (with a specific focus on young drivers between 18 and 30 years old) about the incompatibility of drinking and driving. This year, we will have special emphasis in short distances trips.

Taking into account the poll “Non-alcoholic beer and Road Safety” (November 2011)by Madison Market Research:

1. 15% of consumers claim to have drunk non-alcoholic beer during the last month
2. This percentage is quadrupled when we talk about drivers who choose this variety when taking the car (60%)

These data show that the population is becoming more aware about the incompatibility of alcohol and driving.

3. Non alcoholic beer is an excellent way to enjoy a beer, when they can not or will not consume alcohol. This has been said 7 in 10 consumers
4. The youth (18-24 years), even though they are the ones that consume less beer are the group that further mentioned that "consume more now because they have a better understanding of this variety."
5. Awareness campaigns and the ability to consume a non alcoholic beer when you have to drive, have also been identified by young people as influencers
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 objective fits with one of the six priority areas of the Forum, namely "information and education programmes on the effect of harmful drinking and on responsible patterns of consumption", whereby an appropriate consumption in this case is that drinking and driving are incompatible.
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)
Number of people: 2 (half month /each) 1 (2 months and a half)
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)
- 210 news (Audience: 19.071.599)
- 1040 billboards located throughout the Peninsula and the Canary Islands(145 million impact of hearing)
- broadcast radio commercials ( 17,000,000 impacts on the total number of individuals)
- more than 3 million unique users watched the online campaign spot
- Meetins to arrange the national presentation and four regionals
- meetings to arrange the polls
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
Changing attitudes and behaviours of Spanish drivers.
Medium term
Changing attitudes and behaviours of Spanish drivers.
Long term
Changing attitudes and behaviours of Spanish drivers.
Other
Changing attitudes and behaviours of Spanish drivers.
Evaluation details (tools and methods used, internal or external evaluators...)
External evaluators: poll “Non-alcoholic beer and Road Safety” (November 2011)by Madison Market Research
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?)
The campaign and its results were disseminated via communication in the media (Billboards…) and media coverage (210 media news).
References to further information relating to the monitoring of the commitment
Attachments