As sponsors of the series of outdoor music events that are held in 8 Danish cities every summer, Carlsberg Danmark, the Danish Brewers Association and the Muscular Dystrophy Foundation help to ensure concert goers get home safely after the concert by raising awareness about the dangers of drink driving.
In an effort to tackle the amount of young people aged 18-25 that travel to and from the Green Concerts with alcohol in their blood, the drink driving campaign was created, with the aim of raising awareness about how alcohol impairs the ability to drive. To do this, animated films were shown on large screens on stage at the concerts, and young female volunteers conducted alcohol tests on young male drivers, measuring the level of alcohol in their blood.
Using the animated films and "alco tests" provided a useful way to reach a mass audience and communicate effectively about a serious topic in a light hearted manner. Having their peers convey information, rather than adults, meant that young people were more likely to listen.
The results of the campaign were impressive, with the campaign teams speaking to over 22 000 young people that were over the age of 18 and over 7000 trying the "alco tests". The campaign film was shown 32 times on the big screen to a combined audience of 160 000 guests and can be accessed here: http://www.erduklar.com/default.asp?pid=62.
To se more about the music events look here: www.groenkoncert.dk
As a global brewer, the Carlsberg Group takes its responsibilities seriously in regards to alcohol consumption and drink driving. Initiatives such as the drink driving campaign that was conducted at the Green concerts form part of the overall CSR strategy and ambition of the Group.