Commitment details

Information about the commitment

Submission number 1351261419971-1566
Submission date
  • 26-Oct-2012
Owner of the commitment Diageo
Name of the organisation's representative in the forum Csaba Batyi
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Alkohol to Odpowiedzialnosc Pij Rozwaznie-Poland
Commitment summary Alkohol to Odpowiedzialnosc Pij Rozwaznie is a social campaign run in partnership with interested stakeholders to promote responsible drinking with specific focus on alcohol content information and drinking and driving.The campaign targets drivers and passengers and aims to promote the key message of responsible drinking by getting customers to sign the 'I drink, I don't drive' pledge. Partners include Real (Metro Group), the Institute of Vehicle Transport, Medical University of Warsaw, Capital City of Warsaw Police, Institute for Motor Transport Research -Samar and the Cristopher Foundation.

The campaign aims to increase consumer knowledge concerning the alcohol content of alcoholic beverages and also will contain information relating to the risks associated with drink driving.

The campaign will also feature extensive social media promotion on Facebook,enabling the initiative to reach a wider audience and further promote its responsible drinking message.

Furthermore, it is envisaged that publications will be released related to the campaigns message in consultation with academic and industry partners

Another element of the campaign will be the the placement of hostesses in store engaging with customers and encouraging them to sign the no drinking and driving pledge.

The campaign targets drivers and passengers in a dedicated information campaign and is using the skills of institutional academics and leading independent experts to further promote and supply factual information to alcohol consumers.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Foundation Cristopher
  • Institute for motor transport research SAMAR
  • Institute of vehicle transport
  • Medical University of Warsaw
  • REAL Hypermarkets
  • Warsaw Police

Contact Point

Contact name Aneta Jozwicka
Organisation Diageo
Title/Position Corporate Relations Manager
Address
Przyokopowa 31,
01-208 Warszawa
Tel (022) 450 92 00
Fax
Email Aneta.Jozwicka@diageo.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) Diageo Poland working in collaboration with its partners will implement this campaign in order to inform consumers concerning the alcoholic content of beverages and to inform the general public of the risks of drink driving.In recent research carried out in Poland, polish citizens identified drink driving as one of the most prominent issues relating to the consumption of alcohol in Poland. This has prompted Diageo and its partners to promote the idea of the "I drink, I don't drive" campaign encouraging consumers to never drink and drive.


Priority areas
  • Develop information and education programmes on responsible patterns of consumption
Baseline Since 2010, Diageo Poland has worked with various partners to promote responsible drinking and aims to promote this message through a concerted advertising campaign, a comprehensive social media campaign and through academic and expert analysis to encourage responsible attitudes amongst consumers towards alcohol consumption. Diageo Poland has worked extensively in previous campaigns in this area. The different campaigns included many various elements resulting in consumer information awareness, the publication of collaborative projects, increased knowledge of alcohol content in alcoholic beverages and awareness of the risks associated with drink driving. The positive feedback received from these campaigns has prompted this years integrated campaign in Poland.
Start date Mar-2012
End date Nov-2012
Expected interim date
  • 28-Feb-2013
Final report date
  • 28-Feb-2013
Member states
  • PL
Other concerned countries

Commercial communication

Target
  • No target group specified
Tool
  • Training of staff/professionals
Description Consumers of alcohol will be exposed to various different communication methods such as the following: -Stimuli and information placed near alcohol products: This will aid in communicating our key campaign message of responsible drinking and warning against the risks associated with drink driving. -Internet / Facebook communication including a dedicated website- www.pijrozwaznie.pl: The established dedicated website and Facebook campaign will allow for further exposure to the general public and will allow the campaign to provide further detailed information regarding the responsible consumption of alcohol.

Consumer information

Target
  • No target group specified
Tool
  • Information on point of sales
  • Labelling
  • Training of staff/professionals
Description -Drink IQ Learning for Real Employees: Diageo in partnership with Real have formulated a training programme for Real employees to educate them regarding the effects of alcohol, the alcohol content in different alcoholic beverages and reinforce their learning concerning implementing legislation for the legal purchasing age regarding the sale of alcohol products. -Point of sale materials in retail outlets: Various stimuli were placed near alcohol products to inform consumers of the campaign, where customers were also invited to sign the 'I drink, Don't drive' pledge and were provided with information and advice on responsible drinking.

Counseling

Target
Tool
Description

Education

Target
  • No target group specified
Tool
  • Education campaigns
  • Information leaflets
  • web sites
Description -Academic and independent expert research and collaboration resulting in published work:In formulating research and factual information relating to this years campaign, Diageo has worked with leading independent experts and academics to gain further insight into drinking patterns in Poland and what can be done to best promote responsible drinking and the "I drink, I don't drive" campaign. This integrated approach allows the most recent and factual information to reach consumers and aids in promoting the campaigns key message.

Media

Target
  • No target group specified
Tool
  • Newspapers
  • Radio
Description -Communications and media exposure: The campaign includes a communication campaign targeting media outlets such as online and print media and radio stations. This will further increase the campaigns exposure and will allow the key messages of the campaign to gain wider coveage. -Drink IQ workshops for journalists: This workshop aims to inform journalists of the key issues surrounding responsible drinking in Poland. It is envisaged that by implementing this workshop that journalists will gain a better knowledge of the Drink IQ programme and the details surrounding this years campaign to be implemented in Poland.

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

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
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
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
  • Questionnaire

Details about the monitoring report

Title of the commitment
Alkohol to Odpowiedzialnosc Pij Rozwaznie-Poland
Name of the Forum member organisation owning the commitment
Diageo
Name of the Forum member organisation owning the commitment
Diageo
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)?
March 2012-Nov 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):
Jozwicka Aneta
Corporate Relations Director
Przyokopowa 31,
01-208 Warszawa Poland
(022) 450 33 00

Aneta.Jozwicka@diageo.com
Commitment summary (based on summary given in original commitment form):
Alkohol to Odpowiedzialnosc Pij Rozwaznie is a social campaign run in partnership with various stakeholders (retailers, police, the Institute of Vehicle Transport, the Medical University of Warsaw and more) to promote responsible drinking with specific focus on alcohol content information and drinking and driving. The campaign has been running since 2009 and will continue in following years.
The campaign engaged consumers directly and via social media to improve their understanding of alcohol and sign a pledge to never drink and drive.
Web site/s relating to the commitment
pijrozwaznie.pl
Facebook.com/pijrozwaznie
Description of the implementation of the commitment
The campaign included:
o Retail customers information: Point of sale responsible drinking hints & tips (leaflets, posters, displays, shelf liners, cashiers' badges and neck hangers). Customers are asked to sign the "I don't drink and drive pledge". Hostesses disseminate the responsible drinking messages to customers and hand out free water bottles.
o Retailer employees training: employees are given Drink IQ training in order to advise consumers on responsible drinking messages. Training involves information on the effects of alcohol, the alcohol content in different alcoholic beverages, implementing legislation for the legal purchasing age regarding the sale of alcohol products.
o Social media promotion: on Facebook and a dedicated website (pijrozwaznie.pl)
o Communications and media exposure: communication campaign targeting media outlets such as online and print media and radio stations.
o Drink IQ workshops for journalists: to inform journalists on responsible drinking in Poland.
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 key objective of the campaign was to inform and educate consumers on responsible drinking, with a focus on never drinking and driving, either through the information provided in store, through collaboration with industry or academic experts, DrinkIQ training and through establishment of the 'I drink, I don't drive' pledge.
10,000 drivers received leaflets form Warsaw Police. 1,000 t-shirts were given to volunteers in European Night without Accident. 174 media publications were seen over 5,381,801 million times. 31,706 people signed the pledge.
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)
The campaign aims to promote responsible drinking and also to gather information regarding cultural and social attitudes towards alcohol. The campaign is relevant to the objectives of the EAHF as it helps to inform, educate and raise awareness on the impact of harmful and hazardous alcohol consumption and advises on appropriate consumption patterns. It also complements the objectives of the EU Alcohol related harm strategy in promoting a reduction in the occurrence of drink driving by encouraging consumers to never drink and drive.
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)
Production and dissemination of information material; promotion and communication about the campaign and its messages ; training of retail employees; creating and maintain online platforms.
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)
10,000 drivers received leaflets form Warsaw Police. 1,000 t-shirts were given to volunteers in European Night without Accident. 174 media publications were seen over 5,381,801 million times. 31,706 people signed the pledge.
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
The campaign received great exposure through its publicity in Facebook and media and was widely recognized by the polish public.
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Number of signatures collected for the "I don't drink and drive pledge". Questionnaire with retail costumers.
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?)
Internet platforms and media coverage of the campaign itself.
References to further information relating to the monitoring of the commitment
Attachments