On a summer's day in July 2009, Carlsberg Italia, as part of the inaugural Corona Save the beach campaign, helped clean up Capocotta beach in Italy. The Blue Flag organisation and the NGO, Surfrider Foundation Europe, also collaborate on this project. The beach was voted as the beach in Europe most in need of rescuing, after more than 42,000 votes were cast in favour of Capocotta in an online web poll. Capocotta is one of the most popular beaches around Rome during the summer months and on weekends, as it is located only a few kilometres from the capital. However, both the beach and the access paths to the beach were often dirty.
On 23rd July 2009, dozens of volunteers equipped with gloves and garbage bags cleaned up the beach under experts' directions. Volunteers were recruited through the internet, flyers and posters on the beach/surf clubs/etc. To help maximise the number of volunteers, radio stations organized a media competition and Carlsberg Italia distributed banners promoting the activity. Furthermore, gifts such as overalls, globes, caps, bracelets, towels, educational posters and eco bags were given to the volunteers.
In order to help publicise the campaign and, encourage people to donate their time to help clean up the beach, Carlsberg Italia played an active role in raising awareness. A Save the Date note was sent to the Italian media, alerting them to the choice of Capocotta as the beach to be cleaned up. In addition, national and local media were invited to the cleaning day and video reportage of the actual day was placed on Carlsberg Italia's website. The aim of the event was to educate people about the importance of keeping beaches clean, so that everyone can enjoy them, and ensuring that the beauty of Europe's beaches will be preserved for years to come.
The day was a large success, with a larger than expected amount of volunteers showing up, and the beach receiving a much needed clean up. In addition, the event received extensive media coverage, both in Italy and internationally, and with press, radio and television reporting on the event. Corona Save the beach has now become an annual event, and will possibly be extended to more than one beach.
Carlsberg Italia says "We don’t believe in sitting back while our beaches deteriorate by the day, whether due to natural occurrences or to human activity. We know that our beaches are in danger and we feel that environmental education is essential for all this to change." Committed to saving the beaches in Italy, Carlsberg Italia hopes that its involvement in the Corona campaign will encourage beach goers to treat the landscape responsibly.
As a responsible brewer, the Carlsberg Group wants to engage with the communities in which it operates, and help generate benefits for the local citizens. We strive to develop long term sustainable relationships with each of the communities in which we operate. By helping to support and publicise an worthwhile initiative such as the Save the beach campaign, we hope to contribute to the longevity of the natural environment and help educate others to do the same.