An educational campaign launched in 2011 and titled Let's show them the way, offered support and practical advice to parents of underage children. To create awareness about the problems and consequences that result from underage drinking, Carlsberg Croatia and its collaborators organized free, educational workshops for parents.
The campaign also offered a practical handbook for the parents with information and concrete advice on how to help children not to begin consuming alcohol too early.
Working in partnership
To enhance the impact of initiatives, Carlsberg’s community engagement is often carried out in partnership with others. For this campaign we worked in collaboration with Mercator, South-Eastern Europe's largest commercial chain, and the initiative was supported by the Zagreb Health Office, the Zagreb Family Centre and Counseling Center Luka Ritz in Zagreb.
Taking our own medicine
In an effort to actively involve the employees of Carlsberg Croatia in Let's show them the way, the first workshop organized was for Carlsberg Croatia employees as an internal CSR activity.