During the FIFA World Cup, the campaign promotes responsible drinking and responsible behavior while driving
Bergenbier S.A., part of the Molson Coors Beverage Company group, one of the most important companies on the beer market in Romania, with the support of Uber, a global company of personalized mobility services, launches the “Responsible Supporters in Traffic” campaign. The campaign is part of the “Friends know how to be responsible” platform, a project launched by Bergenbier this year which, in addition to specific social responsibility actions, also includes the third edition of the Sustainability Report for 2021.
“We are a company that continuously makes efforts towards responsible behaviors around us, especially the responsible consumption of alcohol. Through a joint effort, our partnership with Uber, one of the most important ride sharing companies in Romania and beyond, was born. With their help we will be able to pass on our common message: responsibility and zero tolerance for driving under the influence of alcohol. Through the “Responsible Supporters in Traffic” campaign, we continue the effort of other past initiatives regarding the prevention of driving under the influence of alcohol, while also wanting to boost responsible behaviors in traffic among beer drinkers. And this year we are happy to have Uber as our partner, a company that shares the same principles of responsibility in traffic”, points out Alexandra Barroso (photo), Legal and Corporate Affairs Director of Bergenbier S.A.
The “Responsible Supporters in Traffic” campaign aims to raise awareness on the importance of responsible alcohol consumption, to educate and increase the degree of responsibility among beer drinkers, respectively to discourage driving under the influence of alcohol.
“Uber is a known advocate for responsible behaviors in traffic. We are proud that our technology and the drivers using our platform across Romania and beyond can help provide a safe option for those times in which you need to leave your car at home. We are happy that coming together with Bergenbier through “Responsible Supporters in Traffic”, we will help amplify a message that is so important. With greater access to transportation options like Uber, there is no excuse for driving under the influence of alcohol”, says Ana Maria Borlovan, Country Operations Manager Uber Romania, Slovakia and The Baltics.
The 2022 FIFA World Cup is a favorable context for amplifying the campaign’s messages, in a setting where beer drinkers come together to enjoy their passions and friends.
Regarding amplifying the message in the online environment, during the championship, together with four influencers, Ami, Bianca Purcărea, Bogdan Dracea, Bogdan Mălăele and with the support of Uber, 600 discount codes worth 25 RON each will be offered through a contest. The competition will take place in two stages: in the first week, and then the last week of the 2022 Football World Cup. More details about the competition can be consulted on the Responsible Friends platform.
Bergenbier’s social responsibility initiatives are focused on three main directions: responsible people, care for the planet and responsible consumption of alcohol. Over time, the company launched other similar initiatives, such as the “No alcohol behind the wheel” campaign, carried out together with the Romanian
Brewers Association, and in partnership with the Romanian Police. Moreover, together with the same association, the company launched #Alcoolulnutefacemare, part of Bergenbier’s long-standing commitment to combat alcohol consumption among minors.