Part of a partnership with the Danish Brewers Association and NOX Network (an organisation of Danish nightclubs), the campaign, which was conducted in nightclubs throughout Denmark, was aimed at raising awareness among young people in Denmark about the dangers associated with drink driving
50 nightclubs, 500 volunteers, 50.000 people
Over one week in October 2008, around 500 volunteers in 50 nightclubs spoke to approximately 50,000 guests between the ages of 18-25 in order to educate them about the dangers of driving home after having consumed alcohol. Research shows that most drink driving accidents involving young people occur on the weekends and during the evening. Therefore, conducting a campaign in nightclubs, a place where young people like to congregate, presented an excellent opportunity to reach the target audience.
To assist with the campaign, nightclubs were provided with alcohol goggles that guests could try on, which made it impossible to walk straight (or drive straight for that matter), as well as letting guests test the alcohol percentage in their blood, and a raft of information as to exactly why it is so stupid to drink drive. The aim was to communicate information about a serious issue in a humorous way, using young people to spread the message to their peers.
The campaign was a great success and alerted young people as to how little alcohol can be consumed before impairing their ability to drive. Further campaigns over the internet and initiatives have been carried out in nightclubs across Denmark
Carlsberg Group is committed to responsible consumption policies and does not tolerate drink driving. It is company strategy and forms a fundamental aspect of our world-wide Corporate Social Responsibility.