The project will run for three months during the fall 2011 and is part of Carlsberg Sweden's social responsibility effort. Harrys and Carlsberg Sweden has been working together for a number of years to promote responsible consumption—an example of this is their effort to promote alcohol-free options for consumers in their restaurants. The Don't Drink and Drive campaign at Harrys – launched in collaboration with Swedish Transport Administration - marks the next step in this important initiative.
The crashed car installation will go on a tour and will be located outside of different Harrys restaurants around the country this fall. Posters on the back of the wall accentuate the danger of drinking and driving. Inside the restaurants, guests will be met by different messages in order to remind them, how drinking and driving do not mix. And as they leave they receive a bottle of Ramlösa mineral water that has a Don’t Drink & Drive sticker on it.
The joint project, Don’t Drink & Drive, at Harrys restaurants began on 9th of September and will run throughout the fall, making its way from Southern Sweden to Northern Sweden.
Carlsberg Sweden is working actively with social responsibility and has for example introduced alcohol interlocks on all its service vehicles, company cars and delivery vehicles.