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Appearances can be deceptive, ID is not

  The nationwide educational programme 'Appearances can be deceptive, ID is not' is one of two Polish campaigns recognised as the most interesting and effective international social campaigns in the world.Carlsberg Polska has been actively involved in responsible drinking campaigns for 10 years. Campaign aims to curb underage drinking Implemented in 2009 by the Union of Polish Breweries, of which Carlsberg Polska is a member, and Polish Police Headquarters, the 'Appearances may be deceptive, ID is not' campaign aims to curb underage alcohol sales. Mainly aimed at alcohol vendors and parents of teenagers, the campaign has won active commitment from Polish self-governments, schools and non-profit organisations. Recognised by members of the US Ad Council for its effectiveness, long-term span and creative copy 'Appearances may be deceptive, ID is not' strives to activate local communities across Poland to build a strong social front against sales of alcohol to minors and a coalition to curb access of this demographic group to alcohol. 'Creative for Good' initiative The campaign was recently recognized by the jury of the 'Creative for Good', an international initiative featuring leading US social campaign experts. All selected campaigns were announced on 21 June during the Cannes Lions gala held in France. 'Creative for Good' is a joint initiative between the World Economic Forum and the US Ad Board. Authors of the project strive to distinguish and recognize campaigns that address various issues, including the promotion of health and safety, environmental protection and community relations, which clearly lead within their respective categories. Chosen case studies within the 'Creative for Good' initiative serve as inspiration for worldwide institutions engaged in social marketing. All initiatives are presented on theWorld Economic Forum website to provide interested entities with easy access to concepts underpinning distinguished initiatives. Read more about the campaign here.   'Responsible Drinking' is one of our CSR focus areas. Read more about how we work with it and our results so far in the CSR section