Heineken® address the issue of drink driving by igniting a social media movement

  • Heineken®’s ‘When You Drive, Never Drink’ 2019 campaign leverages on a strategic partnership with National Traffic and Safety Committee (NTSC), as well as both online and offline platforms, to ignite a #whenyoudriveneverdrink movement.

Ho Chi Minh City, 27 December 2019 – Popular young artist, Lien Binh Phat, who participates in Heineken®’s ‘When You Drive, Never Drink’ (WYDND) 2019 campaign as a role model, today visited a WYDND flagship outlet. To raise awareness on responsible drinking among Vietnamese consumers, he interacted with consumers on the topic as well as pledged to not drink and drive.

Drink driving is common in Vietnam, where local insights revealed that Vietnamese consumers are often pressured to drink more than planned when they are with their friends. A global study conducted by Heineken® also shows that 86% of drivers in Vietnam have driven after consuming alcohol. With this in mind, Heineken®’s ongoing WYDND 2019 campaign focuses on turning peer pressure into peer support.

Heineken® kick-started the campaign by launching a social video in partnership with NTSC that uses key insights and statistics of behavioral norms in Vietnam. Featuring Lien Binh Phat as the lead, it aims to turn peer pressure into peer support through various “peer-ventions” (peer + invention) to tell the story of how there is no perfect invention to get home safely after drinking except supporting your friends and reminding them, “When You Drive, Never Drink”.

 

The WYDND flagship outlets, on the other hand, are key restaurants and bars in Ho Chi Minh City and Hanoi that partners with Heineken® for this campaign. Heineken® not only trains outlet staff on how to discuss this topic with consumers, but also puts up a series of reminders throughout the outlets to inspire consumers to change their behavior. On dedicated nights, WYDND ambassadors will approach consumers to pledge their commitment to not drive after drinking. To assist consumers on making the right choice, as Official Transportation partner, Grab has coordinated with Heineken® to offer consumers free Grab rides of up to VND 100, 000 to go home safely.

The WYDND 2019 campaign has received positive response upon its launch. Within just 3 days of sharing, the video has been viewed more than one million times with lots of positive comments online. Besides using the hashtag #whenyoudriveneverdrink and #peersupport, many are tagging their friends and changing their Facebook avatar as a pledge to say, “I will not drink and drive”.  Heineken® also engaged other influencers such as Dang Khoi and Hong Dang to spread the message even more by changing their Facebook avatars and participating in activities at WYDND flagship outlets

Mr. Khuat Viet Hung, Vice Chairman of NTSC, who participated in the WYDND activities at a flagship outlet in Hanoi, said: “NTSC always encourages corporations such as Heineken® to raise awareness on the issue of drink driving. It is good that Heineken® proactively lead on this issue with the ‘When You Drive, Never Drink’ campaign because it inspires consumers to start changing their behavior in a safer way to protect their health, family and society.”

While behavioral change doesn’t happen overnight, it can be achieved through consistent and long-term efforts. The initial results of this year’s WYDND 2019 campaign are encouraging, showing that consumers are open to this creative and innovative approach.

Mr. Alexander Koch, Heineken® Vietnam’s Commercial Director, added: “Heineken® is committed to support consumers in drinking responsibly because we believe that the best moments in life are enjoyed in moderation. By designing a strategic long-term road map and collaborating closely with various governmental and local stakeholders, we aim to drive behavioral change to drink driving in Vietnam. What’s exciting for 2020 is that as we are also a major sponsor of the Vietnam Grand Prix, we will use the Official F1 Vietnam Grand Prix as a platform for our ‘When You Drive, Never Drink’ to create an even greater impact.”

Heineken has run a WYDND campaign in Vietnam since 2008, where various initiatives have been carried out to try to positively shift attitudes towards drink-driving in Vietnam.

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About HEINEKEN Vietna

HEINEKEN Vietnam is a subsidiary of HEINEKEN, the world’s most international brewer. Originated in the Netherlands, this family-owned business with a history of over 150 years, brews and distributes over 300 beer & cider brands in more than 190 countries.

HEINEKEN Vietnam was established in 1991 and operates six breweries in Hanoi, Da Nang, Quang Nam, Ho Chi Minh City, Vung Tau, Tien Giang and nine sales offices across Vietnam.

From humble beginnings with only 20 employees in Vietnam, HEINEKEN Vietnam is now the second largest brewer in Vietnam with more than 3,500 employees. HEINEKEN Vietnam makes a significant annual economic contribution to Vietnam, amounting to approximately 0.9% of the nation’s total GDP.

In Vietnam, HEINEKEN produces and distributes Heineken, Tiger, Amstel, Larue, BIVINA, Sol, Affligem and Strongbow cider.

In 2017 and 2018, HEINEKEN Vietnam was recognized as the most sustainable company in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) based on the annual Corporate Sustainability Index.

More information about HEINEKEN Vietnam is available on HEINEKEN Vietnam’s website: http://heineken-vietnam.com.vn/

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For more information, please contact:

Ms. Nguyen Van Anh
Head of Communications
HEINEKEN Vietnam Brewery Company Limited
Email: NguyenVan.Anh@heineken.com

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