Respect18

Case study

Respect18

Campaign guidelines

Campaign guidelines
Name: Initiator: Slogan: Type: Period: Media partners: Respect18 InBev Romania We dont sell minors to alcohol CSR September - December 2 8

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Campaign guidelines
Respect 18 is the &irst campai'n desi'ned to &i'ht a'ainst the sellin' o& alcohol to minors b# raisin' the retailers sense o& responsibilit# ever to be developed b# a private compan# in Romania( Respect18 represents a pro-active attit)de and tries to determine a chan'e in social conscience re'ardin' alcoholic drin*s bein' accessible to minors(

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Program staging

Program staging
Respect18 +as desi'ned to promote an attit)de o& involvement and responsibilit# re'ardin' the iss)e o& alcohol drin*in' in minors" and to create constant" 'en)ine interaction bet+een all parties involved $he campai'n +as developed in !loiesti" a relevant comm)nit# &or InBev Romania" bein' the location o& one o& the compan#s t+o prod)ction )nits(

Program staging
In 2 , a st)d# reali-ed b# the !rahova .d)cation /)thorit# on a representative se'ment o& hi'h school st)dents sho+ed that 021 o& the teena'ers )nder 18 had occasionall# cons)med alcoholic bevera'es $he last national .S!/D st)d# sho+ed that 221 o& the Romanian teena'ers had e3perienced the state o& alcoholic into3ication 4or InBev Romania it became imperative the la)nch o& a campai'n that +o)ld raise the retailers a+areness to+ards the ris*s o& alcohol cons)mption in minors

Respect18

Objectives

Objectives
Raisin' the retailers sense o& responsibilit# +hen con&ronted +ith the sit)ation o& a minor tr#in' to b)# alcoholic bevera'es Creatin' a plat&orm o& disc)ssion bet+een the p)blic and the private sectors that are able to in&l)ence this alarmin' iss)e Creatin' a contin)o)s and bidirectional comm)nication environment

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Implementation

Implementation
Bet+een September - December 2 8" +e had contin)o)s brandin' o& !loiesti commercial locations +ith posters and stic*ers and the distrib)tion o& &l#ers +ith in&o abo)t the pro'ram Radio spots +ere broadcast over the +hole active period o& the pro'ram5 Radio !rahova +as one o& the media partners Repeated comm)nications +ere iss)ed to+ard the local and central media +++(respect18(ro +as la)nched" incl)din' in&o abo)t alcohol cons)mption in minors" le'islation" advice &or parents and retailers" a movie abo)t the retailers in !loiesti" as +ell as a disc)ssion &or)m

Implementation
/ st)d# +as reali-ed in partnership +ith 67.SC8" desi'ned to sho+ ho+ accessible alcoholic drin*s are to minors( $he st)d# sho+ed that 221 o& the !rahova retailers had sold at least once alcohol to a minor( $he res)lts o& the st)d# +ere made p)blic and the st)d# remains as a )se&)l tool o& investi'atin' the phenomenon( $he alarmin' res)lts o& the 67.SC8 st)d# bro)'ht abo)t the s)pport o& man# p)blic persons +ho 9oined the pro'ram

Implementation
/n important component o& the pro'ram +as the in&ormation and the involvement o& the InBev emplo#ees d)rin' the development o& the campai'n( $he InBev o&&ices and prod)ction &acilities +ere branded +ith the Respect18 lo'os and posters" their cars displa#ed the campai'n stic*ers" +hile the InBev emplo#ees +ere *ept )pdated +ith the development o& the pro'ram thro)'h ne+sletters and emailed in&ormation:

Implementation
Started as a local pro'ram +ith local partners" Respect18 'ained national scope thro)'h the s)pport o& the Romanian $elevision and o& the central press I)liana ;arci)c" ;ihai $raistari) and Dan Chis) s)pported the campai'n in their do)ble position o& sho+bi- personalities and retailers( $he# recorded testimonials spea*in' abo)t their e3perience as o+ners o& resta)rants or s)permar*ets and declared the# teach their sta&& to not sell alcohol to teens )nder 18 <eonard Doro&tei s)pported the campai'n as the host o& the la)nch event and as a *e# opinion leader

Implementation
<iana Stanci)" +ho vol)nteered in this campai'n" hosted the p)blic debate that mar*ed the end o& the campai'n" on December =d" 2 8" at the $oma Cara'i) $heatre in !loiesti $he debate 'athered to'ether the representatives o& the retailers" o& the teena'ers )nder 18 and o& all instit)tions that s)pported the campai'n> $he 7ational Comittee &or 67.SC8" the !rahova !olice Department" the !rahova .d)cation /)thorit# and $he !loiesti !ediatric ?ospital

Implementation
$he debate &ollo+ed the spirit that de&ined the +hole development o& the campai'n> openin' and maintainin' a dialo')e plat&orm bet+een the p)blic and the private sectors $he event +as deepl# interactive and s)cceeded in revealin' a &e+ iss)es that are essential &or teena'ers> - parents pla# a vital role in establishin' a health# li&e environment and need to be involved in s)ch pro'rams - the +hole civil societ# sho)ld become a+are o& the necessit# o& s)ch pro'rams and sho)ld become more involved in the problems o& the #o)n'

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Conclusions

Conclusions
InBev Romania reali-ed this CSR campai'n as a mi3 bet+een the corporate responsibilit# val)es that de&ine it and &)nctional sol)tions o& social dialo')e $he pro'ram intended" be#ond its obvio)s ob9ectives o& comm)nication and raisin' tar'et a+areness" to inspire an attit)de o& involvement +ithin the comm)nit# it tar'eted and to determine a reaction +ithin the private sector and opinion leaders that can contin)e to s)pport this ca)se(

Respect18

InBev.Presage