Commitment details

Information about the commitment

Submission number 1398335763463-1648
Submission date 2014-06-05 16:41:09
Owner of the commitment The Brewers of Europe
Title of the commitment Polish Brewers - "I don't drink during pregnancy" education activities
Commitment summary Polish Brewers established an internal policy on commercial communication in 2008 whereby brewery members committed to placing responsibility messages on packaging and marketing communication materials.
In September 2013 Polish Brewers signed an agreement to introduce a pregnancy pictogram on all beer labels (excluding typically "male" beers) as well as on marketing communications materials. This new pictogram coincided with the launch of a campaign to prevent FAS Fetal Alcohol Syndrome, an initiative carried out under the auspices, and in cooperation with, the Women's Parliamentary Group. During a media meeting organised on International FAS Day, Polish Brewers officially declared their engagement and support for initiatives drawing attention to the problem of drinking during pregnancy and its harmful effects.
So far Polish Brewers have launched numerous activities dedicated to FAS prevention which are being continued into 2014 as part of the educational campaigns supported by the Polish brewing sector. To increase public awareness about the scale and the gravity of the problem, they will involve third party endorsement (medical experts, opinion leaders, NGOs).
By November 2014 we plan to reach wide social support for the message "I don't drink during pregnancy" and to encourage gynecologists nationwide that there are no excuses for pregnant women drinking any amount of alcohol (one glass to combat stress is still a popular piece of advice given by gynecologists to their pregnant patients). At the same time the placement of responsible messages on beer packaging and commercials will be continued and extended to popularise responsible drinking attitudes.
Link to further information relating to the commitment www.browary-polskie.pl; www.wciazyniepije.pl
Forum members, associated with the commitment
Information about Forum members co-owning the commitment

Contact Point

Contact name Danuta Gut
Organisation Union of the Brewing Industry Employers in Poland - Polish Brewers
Title/Position Director of the Management Board Office
Address
Al. Jana Pawla II 12
00-124 Warsaw
Poland
Tel 0048 22 850 91 14
Fax 0048 22 850 91 14
Email biuro@browary-polskie.pl
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 responsible decisions about alcohol consumption based on accurate and balanced information. Responsible communication of beer manufacturers, supplemented by educational initiatives and experts' support, may remind them on the need for responsible drinking and successfully prevent such harmful behaviour as drinking during pregnancy.
Polish Brewers introduced their policy on commercial communication in 2008. Since then responsible messages appeared on over 10 billion beer packaging units (bottles and cans; approx 2 billion per year). In addition, introduction of the third RDM - "I don't drink during pregnancy" in September 2013 was preceded by the launch of a Facebook application gathering support for sober pregnancy (over 1000 votes collected) and followed by:
- media meeting and PR activities dedicated to FAS (result: c.a. 65 publications quoting "no excuse for any amount of alcohol during pregnancy" message);
- distribution of a newsletter dedicated to FAS prevention to 10,000 pregnant women nationwide;
- production of bookmark with "I don't drink during pregnancy" label and its distribution together with guide books for pregnant women to 40,000 gynecologists and midwives nationwide;
- placement of a new label on beer packaging units of brands produced in Poland.
Priority areas
  • Develop information and education programmes on responsible patterns of consumption
  • Develop information and education programmes on the effect of harmful drinking
Start date Jan-2014
End date Dec-2014
Member states
  • Poland
Type of commitment activities (principal) Education
Type of commitment activities (secondary) Consumer information

Information on monitoring

Objectives By November 2014 we plan to:
- Place "I don't drink during pregnancy" label on 1/3 beer packaging units of brands produced in Poland by our member companies
- Place "I don't drink during pregnancy" on 1/3 of TV and cinema beer commercials released by the Polish Brewers' members;
- Exceed a number of 10,000 votes supporting a claim "I don't drink during pregnancy" on Facebook;
- Ensure at least 5,000 gynecologists and midwives nationwide be educated about threats of drinking alcohol during pregnancy and FAS prevention;
- Organise at least one meeting with decision-makers and experts dedicated to FAS prevention;
- Initiate at least 50 publications dedicated to FAS in various types of media.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Actions on protecting unborn children against hazardous influence of alcohol, promoting responsible drinking attitudes and developing commercial communications together with consumer information are a part of the priority areas of the Forum. This commitment contributes to reaching the aims of the Forum.

Input indicators

Number of people involved Polish Brewers' task team: 4 + agency support: 2
Time spent (Man/hours) 6 h/month + 15 h/month
Cost (please indicate in €) 25,000
Other

Information on monitoring

Number of people reached 2,000,000
Number of people in the target group reached 50,000
Number of participants in different activities 15,000
Web site visitors 10,000
Number of products
Number of pamphlets/adverts 100
Established number of contacts
Other

Outcome and impact

Short term Increased awareness amongst women and gynecologists of the risks of drinking during pregnancy and the message to not drink during pregnancy
Medium Term Fewer pregnant women and gynecologists thinking it is acceptable to drinking during pregnancy
Long Term Fewer women drinking during pregnancy and thus fewer instances of FAS

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Questionnaire
  • Media surveys

Details about the monitoring report

Title of the commitment
Polish Brewers - "I don't drink during pregnancy" education activities
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)?
01/01/2014 to 31/12/2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Gut Danuta - The Brewers of Europe
12, Al. Jana Pawla II
00-124 Warsaw
Poland
0048 22 850 91 14
0048 22 850 91 14
biuro@browary-polskie.pl
Commitment summary (based on summary given in original commitment form):
The Polish Brewers established an internal policy on commercial communication in 2008 whereby brewery members committed to placing responsibility messages on packaging and marketing communication materials.
In September 2013 Polish Brewers signed an agreement to introduce a pregnancy pictogram on all beer labels (excluding typically "male" beers) as well as on marketing communications materials. This new pictogram coincided with the launch of application www.wciazyniepije.pl and campaign to prevent FAS (Foetal Alcohol Syndrome). Media meeting was organised on International FAS Day (09/09/2013) in order to inform media about the implementation of the pictogram. On that day Polish Brewers officially declared their engagement and support for initiatives drawing attention to the problem of drinking during pregnancy and its harmful effects.
The Polish Brewers have launched numerous activities dedicated to FAS prevention which were continued in 2014 as part of the educational campaigns supported by the Polish brewing sector. To increase public awareness about the scale and the gravity of the problem Polish Brewers decided to involve third party endorsement (medical experts, opinion leaders, NGOs).
The plan for 2014 was to reach wide social support for the message "I don't drink during pregnancy" and to encourage gynecologists nationwide that there are no excuses for pregnant women drinking any amount of alcohol (one glass to combat stress is still a popular piece of advice given by gynecologists to their pregnant patients). At the same time the placement of responsible messages on beer packaging and commercials were continued and extended to popularise responsible drinking attitudes.
Web site/s relating to the commitment
www.browary-polskie.pl;
www.wciazyniepije.pl
Description of the implementation of the commitment
The inauguration of the campaign to prevent FAS took place on International FAS Day (09/09/2013) and was carried out under the auspices, and in cooperation with, the Women's Parliamentary Group and Prof. Romuald D bski, an expert in gynaecology.
The next important step for activities in 2014 was a Sub-Committee for Public Health meeting in Polish Parliament. Participants - experts, NGOs and Polish Brewers concluded that there is no single recommendation for gynaecologists concerning communication to women about threats posed by alcohol use in pregnancy. The problem of FAS was discussed during a few meetings and by June 2014, in cooperation with group of experts in gynaecology: Prof. dr hab. Romuald D bski, Prof. dr hab. Tomasz Paszkowski, Prof.dr hab. Miros aw Wielgo , Prof. dr hab. Violetta Skrzypulec-Plinta, Dr n. med. Jacek Tomaszewski, the position on risks associated with alcohol consumption by pregnant women (FAS) has been prepared. The position was sent to the entire community of gynecologists in form of newsletter (over 4000 gynecologists in Poland) and was officialy presented during the Sejm session dedicated to FAS (09/09/2014) Ministry of Health declared its cooperation in this area.
Media informed about the standpoint and initiatives of Polish Brewers in the area of pregnant women. The subject was taken up by radio stations, parenting media and morning TV shows.
During 2014 „I don't drink during pregnancy" sign has been placed on more than 200 000 materials targeted to pregnant women distributed in 1 900 consulting-rooms and in 1 600 Antenatal Classes in Poland.
More than 11,000 votes of support for the slogan "In pregnancy I do not drink alcohol" have been collected within a web application (www.wciazyniepije.pl).
It is also important to stress that 1/3 of beer packaging units of brands produced by Polish Brewers members have been carrying the label of "I don't drink during pregnancy" for over a year now (the rest of packagings are labelled either with "Alcohol only for adults 18+" or "I never drive after drinking" sings). Member brewers have also introduced responsible message "I don't drink during pregnancy" in their advertising materials (standard media, digital, as well as social).
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?
Achievement of objectives set for the end of 2014:
Place "I don't drink during pregnancy" label on 1/3 beer packaging units of brands produced in Poland by Polish Brewers member companies fully accomplished.
Place "I don't drink during pregnancy" label on 1/3 of TV & cinema beer commercials released by member companies fully accomplished.
Get 10.000 votes supporting a claim "I don't drink during pregnancy" on FB result is of 11.000 votes, objective exceeded by 10% .
Educate at least 5.000 gynecologists and midwives nationwide about threats of drinking alcohol during pregnancy and FAS prevention results: 4.000 gynecologists, 1900 consulting rooms, 1600 antenal classes (over 7 500 in total).
Organize at least one meeting with decision makers and experts dedicated to FAS prevention 2 meetings with experts and MPs in the Polish Parliament
Initiate at least 50 publications dedicated to FAS in various media over 60 publications achieved, including TV and radio
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)
Actions on protecting unborn children against hazardous influence of alcohol, promoting responsible drinking attitudes and developing commercial communications together with consumer information are a part of the priority areas of the Forum. This commitment contributes to reaching the aims of the Forum, i.e. reducing harmful alcohol use and related harm.
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 involved: Polish Brewers' task team: 4 + agency support: 2
Time spent: 6 h/month + 15 h/month
Cost: 2014 - 13,000€
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)
People reached: 2,000,000
Number of people in the target group reached: 50,000
Number of participants in different activities: 15,000
Web site visitors: 11,000
Number of pamphlets/adverts: 200, 000
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
Increase awareness amongst women and gynecologists of the risks of drinking alcohol during pregnancy, education on FAS prevention.
Medium term
Introduce, as a standard, that during every first visit of a pregnant woman or a woman planning pregnancy, every gynecologist will advise her on risks of alcohol drinking during pregnancy and threats for the unborn child's health.
Long term
Decrease number of women that reach for any type of alcohol during pregnancy and breast feeding and as a result of it decrease number of children born with FAS or FAS related condition.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Online external evaluation methods (online application); external media monitoring; beer sales data; reports;
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?)
Press releases, media meetings, meetings with experts and decision makers, newsletters, experts' guidelines, information materials.
References to further information relating to the monitoring of the commitment
Attachments