Road safety is a huge issue in Brazil, with over 60,000 people losing their lives in car accidents each year. According to the figures, alcohol plays a role in around 40 per cent of these accidents.
To address this and help improve road safety across the country, Ambev, Brazilian brewing company of Anheuser-Busch InBev, has launched ‘Responsible Billboards’ – one of the largest campaigns for responsible alcohol consumption ever made.
The company has refurbished its distribution trucks so that the truck cabins of its semi-trailers carrying Budweiser, Corona and Stella Artois brand products will now be covered with the branding of non-alcoholic beverages.
The truck conversions are accompanied with the message: “where there is a driver, there can’t be alcohol”.
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“Responsible Billboards is in line with Ambev’s long-term commitment to promote responsible consumption. Our initiatives range from awareness campaigns to in-depth solutions to try to mitigate impacts. We do this through campaigns, but also projects like “Consumption X-Ray”, a screening questionnaire that reveals someone’s consumption profile, and the “Road Safety” project, which works together with public, private and civil society sectors for the reduction of risks related to road safety”, said Alexandre Costa, Marketing Director at Ambev.
Ambev has said it will be increasing the number of trucks converted in the country, so that it can continue to spread the message of responsible alcohol consumption.
The campaign was executed by Africa.
