CERVECEROS

RESPONSIBLE SECTOR > Social Initiatives > The road demands you to be alcohol-free

THE ROAD DEMANDS YOU TO BE ALCOHOL-FREE

“La Carretera te pide SIN” (“The Road Demands you to be Alcohol Free”) is an initiative that began in 2001 and which is promoted by Cerveceros de España (Brewers of Spain) in partnership with the General Traffic Directorate (DGT) and the backing of the National Confederation of Driving Schools (CNAE), the Spanish Association of Petrol Product Operators (AOP), the Royal Automobile Club of Spain (RACE), the Spanish Highway Association (AEC), Motorist Assistance Association (ADA), RACC Automobile Club, the Car Safety Technology Institute Foundation (FITSA), the European Automobile Commissioner (CEA) and Rotary International.

The aim is to make beer drinkers aware that drinking and driving are incompatible by recommending that they chose alcohol-free beer when they are going to drive. The drivers are also reminded of the legal blood alcohol levels allowed and are encouraged to use public transport when they plan to go out and drink alcohol.

The campaign is nationwide and is conducted during the summer months with particular emphasis on when people are setting off and returning from their holidays, by means of full-page adverts being published in the national, regional, daily and sports press. Outdoor advertising is organised by means of billboards located along the highways throughout Spain and on the back on long distance coaches.

“La Carretera te pide SIN” will also disseminate the educational messages by means of distributing promotional materials (posts, postcards, stickers and keyrings) at service stations and driving schools nationwide.

In particular, posters will be put up in 5,300 service stations belonging to the Spanish Association of Petrol Product Operators (AOP). The National Confederation of Driving Schools (CNAE) has also helped to bring the preventative campaign to new and future drivers, by asking them to avoid drinking alcohol when they are going to drive. We have therefore distributed key rings, postcards, stickers and posters, that include the basic educational messages of the campaign to nearly 6,000 driving schools throughout Spain.

The dissemination also includes publishing reports in the magazines of the partner entities and thus reaching the optimum dissemination.

In the same way as the other social awareness initiatives conducted by Cerveceros de España, this aims to transmit a positive message to the population and avoid alarmist or catastrophic messages. It calls on the drivers themselves to drink beer moderately and responsibly and in particular to choose alcohol-free beer when they are going to get behind the steering wheel.