Commitment details

Information about the commitment

Submission number 1398351652647-1649
Submission date 2014-06-05 16:41:58
Owner of the commitment The Brewers of Europe
Title of the commitment Polish Brewers: Beer Industry Program against drink driving in social media
Commitment summary In 2009 an on-line club of responsible drivers was launched as a part of the "Driving Not Drinking " educational campaign to promote sober driving and a designated-driver concept. The Responsible Drivers' Club rules provide zero tolerance for drunk driving.
In 2011, a fan page of the club was created on Facebook and gained more than 30,000 followers up to end 2013.
Since 2012, all educational activities around the Responsible Drivers' Club have been focused on Facebook. The objective is to create a real trend for designated-driving, especially among young adults and to spread the idea of the designated sober driver among party goers, as well as in clubs and pubs. The idea is promoted by various activities, such as traditional ones (daily posts, polls, discussions) and occasional initiatives (contests related to road safety issues and events/animations using a traffic simulator and alco-gogles).
In 2014 the Responsible Drivers' Club on Facebook will be widened and developed. We plan to improve our statistics, including through higher followers' engagement.
Link to further information relating to the commitment http://www.browary-polskie.pl, http://www.facebook.com/klubdrivera
Forum members, associated with the commitment
Information about Forum members co-owning the commitment

Contact Point

Contact name Danuta Gut
Organisation The Union of Brewing Industry Employers in Poland - Polish Brewers
Title/Position Director of the Management Board Office
Address
Al. Jana Paw a II 12
00-124 Warsaw
Poland
Tel +48 22 850 91 14
Fax +48 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) Every year drunk road users are involved in over 4000 accidents in Poland and kill hundreds. Drunk drivers accounted for 9-10% of drivers causing accidents and those aged 18-24 are the worst group. Many are not aware of the effects of even small amounts of alcohol on a driver's condition.
Though social awareness of the problem seems high, police statistics show slow improvements, and thus a need for long term actions focused on education and controls, particularly towards young drivers.
Social media actions continue the Brewers' HoReCa program launched end 2006, to make people aware that, if drinking, one should have a designated driver or choose a different means of transport.
The Responsible Drivers' Club on Facebook addresses an urgent need to educate young adults using tools appealing to them, with the aim that the "designated sober driver" become a part of responsible partying.
Up to now numerous activities have been held on the Responsible Drivers' Club profile on Facebook to encourage the followers to adopt responsible attitudes and behaviours (I never drive after drinking), and to promote the idea of the Designated Driver. We used daily posting of subject-related links, pictures and polls (average 2-4 posts per day; main topics: safe driving, sober driving, associated campaigns, traffic regulations, news); periodic Facebook ad campaigns (1-2 per quarter); Contests (like "10 commandments for the responsible driver"); and Events (with a traffic simulator and alco-goggles, showing the effect of drinking on vision, balance and judgement).
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
  • Develop information and education programmes on responsible patterns of consumption
Start date Jan-2014
End date Nov-2014
Member states
  • Poland
Type of commitment activities (principal) Education
Type of commitment activities (secondary)

Information on monitoring

Objectives The objective is to improve and widen a Facebook community of young adults who adopt the idea of responsible partying and promote the designated driver concept among their friends.
The main tool to achieve the objective is to create a variety of activities engaging fans.
The content of the activities on Facebook will focus on such topics/issues as:
- current issues/news re. road safety including hot topics in media
- discussions of the road safety topics
- linking with other initiatives promoting responsible alcohol consumption
- organizing at least 3 contests regarding road safety and sober driving
The numeric objective is to gain at least 12,000 new fans of the profile (current number - 30,000) and achieve relative interactivity level of 1000 users as well as to engage at least 100 unique users in each contest.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Changing attitudes and habits is always the most difficult part of any educational program. Even if social awareness of the problem is high, as in the case of drinking and driving, it takes years to change attitudes and behaviours.
We believe that the mechanism and tool we intend to use via social media has a potential to effectively reach young adults and influence their attitudes towards drink driving to fight social acceptance of driving even after only one drink and finally to encourage consumers to promote responsible patterns of behaviour - never drive after drinking and thus help to reduce injuries from alcohol-related road accidents.

Input indicators

Number of people involved 6 people (4 people from the task group, 2 people from the agency)
Time spent (Man/hours) Average is 8h a month per person
Cost (please indicate in €) Approx 22,000
Other

Information on monitoring

Number of people reached 300,000 unique users during the whole period
Number of people in the target group reached 32,000
Number of participants in different activities 100 people engaged in each contest
Web site visitors Average weekly reach: 12,000 unique users weekly
Number of products
Number of pamphlets/adverts
Established number of contacts Interactivity ("talking about"): 40% of fans in total
Other EdgeRank index - 0.60%; Relative Interactivity Index above 1000

Outcome and impact

Short term Reach young adults with the message on drink driving
Medium Term Reduce social acceptance of drink driving
Long Term Reduce incidence of drink driving and alcohol-related driving accidents

Evaluation details

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

Details about the monitoring report

Title of the commitment
Polish Brewers: Beer Industry Program against drink driving in social media
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 30/11/2014
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 Paw a II
00-124 Warsaw
Poland
+48 22 850 91 14
+48 22 850 91 14
biuro@browary-polskie.pl
Commitment summary (based on summary given in original commitment form):
In 2009 an on-line club of responsible drivers was launched as a part of the "Driving - Not Drinking " educational campaign to promote sober driving and a designated-driver concept. The Responsible Drivers' Club rules provide zero tolerance for drunk driving.
In 2011, a fan page of the club was created on Facebook and gained more than 30,000 followers up to end 2014.
Since 2012, all educational activities around the Responsible Drivers' Club have been focused on Facebook. The objective is to create a real trend for designated-driving, especially among young adults and to spread the idea of the designated sober driver.
In 2014 the Responsible Drivers' Club on Facebook was focused on the campaign "I don't drink and drive". For 6 months of the initiative the fanpage was focused on promoting it and informing about its progress. To engage fans videos, pictures, graphics and contests were used.
This commitment is a part of the Beer Pledge launched in 2012.
Web site/s relating to the commitment
http://www.facebook.com/klubdrivera
http://nigdyniejezdzepoalkoholu.pl/
http://www.browary-polskie.pl
Description of the implementation of the commitment
During a period covered with the report there were numerous activities held on the Responsible Driver's Club profile on Facebook. All of them were designed to encourage the followers to adopt responsible attitudes and behaviours (I never drive after drinking) as well as to promote the idea of designated driver (a sober driver who helps his/her friends to get
home safely after a party).

The activities were also planned off-line as a nation-wide initiative "I never drive after drinking" supported by many institutions, media and organisations.

Activities summary:
Promotion of the idea of responsible drinking by daily posting of subject-related links, pictures and poles (main topics: safe driving, sober driving, associated campaigns, traffic regulations, news). Facebook ads very limited due to budget constraints and increased Facebook demand for investments.
Engagement of fans in discussions and contests as well as the number of new fans of the profile show increasing social awareness and endorsement for the idea of sober driving.
Launching in June 2014 a nationwide initiative "I never drive after drinking" together with a coalition of road safety institutions, Police, trade organizations (fuel, alcohol, automotive) which was focused on building social awareness and support for sober driving. The main "tools" of the initiative were car window stickers saying "I never drive after drinking" which were distributed all over Poland.
The initiative was endorsed by:
o Police in all voivodeships (distributed 550 000 stickers to drivers)
o 50 organizations and institutions including publishing houses, fuel companies (1200 fuel stations), automotive companies, drivers' education centers, public transportation companies, Polish Parliament, taxi companies, local self-governments and many other.
o They all contributed to distributing 1,2 mln stickers "I never drive after drinking" to Polish drivers.

The main tool to achieve the objective of the commitment was to create a variety of activities engaging fans. The content of the activities that were implemented on Facebook focused on such topics/issues as:
- current issues/news re. road safety including hot topics in media
- discussions of the road safety topics
- linking with other initiatives promoting responsible alcohol consumption
- organizing 5 contests regarding road safety and sober driving
Over 1,500 new fans of the Facebook profile (previous number - 30,000) were gained and a relative interactivity level of 100 users was reached .
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 set out in the commitment was successfully achieved. Polish Brewers declared to create a strong Facebook community of young adults who adopt the idea of responsible partying and responsible sober driving as well as to promote the idea of the designated sober driver concept among their friends and relatives.
The fanpage of the initiative has reached almost 32 000 followers.

Thanks to additional off-line activities the results of the initiative have been enhanced a lot:
50 partners that joint the action
8 media partners
Police support all over Poland
„I never driver after drinking" stickers reached 1,2 mln drivers (550 000 distributed by the Police, 200 000 by media, 440 000 by fuel stations)
Over 600 publications in media on the initiative
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 commitment serves the long term goal: changing attitudes and habits which is always the most difficult part of any educational program. Activity specified in the report fits with the Forum priority 2 (information and education programs on the effect of harmful drinking and on responsible patterns of alcohol consumption). Even if social awareness of the problem of drunk driving is high, it takes years to change attitudes and behaviours but we believe that internet tools such as social media have nowadays the biggest potential to effectively combat drunk driving problem and to fight social acceptance of it.
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: 6 people (4 people from the task group, 2 people from the agency)
Time spent: Average is 8h a month per person
Cost: Approximately 100.000 €
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)
Number of people reached: over 1,2 mln
Number of people in the target group reached: over 1,2 mln
Number of participants in different activities: 1,2 mln
Web site visitors: 32 000
Established number of contacts: 1,2 mln
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
Fight social acceptance for driving under the alcohol influence, build strong social support for sober driving, engage society to promote the idea that alcohol and driving should never come together.
Medium term
Build large coalition of public and private organisations and institutions, as well as individual consumers to support and promote sober driving.
Long term
Reduce number of drunk drivers in Poland.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Facebook statistics, Sotrender (analytics, optimisation and data-driven recommendations), media monitoring
Use of external and internal evaluators
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 that have brought over 600 publications in media.
Final report on the initiative that was distributed to decision makers.
References to further information relating to the monitoring of the commitment
Attachments