Advertise with fastmoving.co.za
 
 

The short film highlights the devastating effects of making poor decisions in the lives of teenagers; and to combat the incidence of underage drinking.
The short film highlights the devastating effects of making poor decisions in the lives of teenagers; and to combat the incidence of underage drinking.

SAB campaigns against alcohol abuse

MARKETING NEWS

By Lynette Dicey - Jan 24th, 12:50

Capitalising on the current popularity of video, SAB launched a short film to coincide with the festive season, highlighting the devastating effects of making poor decisions in the lives of teenagers; and to combat the incidence of underage drinking. 

The short film is an element of SAB’s 18+ Be The Mentor programme, which is based on the premise that teens and young adults are more likely to learn from and relate to someone closer to them in age as opposed to a parent. As such, a younger mentor is more likely to bring about change.

The campaign, says the company, has been a positive and successful one for SAB. Stats show 1,587,144 views of the teasers and trailer on Facebook and Instagram, with 1,608 8637 engagements; 1 997 702 views of the teasers and trailer on Twitter with 56,632 engagements; 34,372 views of the short film on YouTube, along with 220,652 views of the trailer and 301,200 of the teaser.

In addition to discouraging young people from making poor decisions about underage drinking, the film also aimed to get more people to commit to becoming mentors. While the film features fictional characters, it highlights very real social ills associated with underage or abusive alcohol consumption, including the fatal effects of driving under the influence of alcohol, theft and arrest, which affect many South Africans.

In keeping with the requirements of today’s consumers for brands that provide them with real engagement, the film encourages audiences to #BePartOfTheChange and “help to rewrite the future of South Africa’s youth”, says Zoleka Lisa, corporate affairs director at SAB and AB InBev Africa.

Lisa says the film forms part of SAB’s intervention strategy, which takes a hard line against underage drinking – one of several initiatives that have been designed using a multistakeholder approach, working with industry leaders and experts on alcohol abuse and its effects. “SAB is committed to fostering a global culture of smart drinking to reduce the harmful use of alcohol,” says Lisa.

Business Live 

Related News

SA's most valuable brands
22/07/2019 - 09:34
SA's most valuable brands could be a source of growth and job creation for the company, says the head of Brand Finance, which has just released its latest report on the strongest and best performing local brands.

Pioneer Foods deal will be PepsiCo's biggest in Sub-Saharan Africa
22/07/2019 - 09:04
The US food and beverages company says the deal, worth about R24bn, will boost the SA economy.

SAB close to acquiring Smirnoff drinks range
19/07/2019 - 11:27
South African Breweries (SAB) is a step closer to acquiring the Smirnoff ready-to-drink (RTD) range of products, mostly ciders, and mixes, after the Competition Commission announced the approval of the acquisition from Diageo South Africa.

Food and beverages giant PepsiCo makes offer to acquire Pioneer Foods
19/07/2019 - 10:18
In a vote of confidence about SA’s long-term prospects, New York-based food and beverages giant PepsiCo has made an offer to buy Pioneer Food Group, which makes Sasko breads and Ceres juices, in a deal worth at least R25.4bn.

Refinery celebrates diversity with new fashion campaign
18/07/2019 - 11:39
Local fashion retailer Refinery is set to make waves across the local industry with its new spring campaign which embraces diversity, encouraging others to be unashamedly, authentically themselves.