SAB Sharp campaign. Picture: Pexels
South African Breweries (SAB) has launched a powerful new campaign urging consumers to avoid drinking and driving.
As part of its commitment to deter drunk driving, SAB‘s new campaign challenges South Africans to recognise the consequences of drinking and driving, under the SAB Sharp platform promoting responsibility in communities.
Through the SAB Sharp platform, SAB emphasises responsibility in beer consumption, partnering with government, law enforcement, and community organizations.
SAB Sharp, based on research and global best practices, supports communities in living, driving, and selling responsibly.
Regularly reviewed with stakeholder input, the platform fosters a shared value system promoting a culture of responsibility and delivering sustainable, meaningful interventions for all involved.
Speaking about the 2024 Drive Sharp campaign, Vice President of Corporate Affairs, Ms Zoleka Lisa said, “At SAB we want to foster responsibility in our communities. Through this programme, we are playing our part at encouraging to not drink and drive.”
“Today we showcased two real life stories of families who have lost loved ones as a result of drinking and driving, and really highlighting the impact that one accident can have.”
“The films are shot in a documentary format where we go deeper with the families on how their lives were never the same after the loss of their loved ones.”
“To honour the loss of their loved ones, we recreated a photo of the deceased using parts from carnage of car accidents. The sculptor were then revealed to the families for the first time during the shooting of the documentary.”
“SAB’s goal is to challenge consumers to make responsible choices, for the safety of their families and communities.”
“For us at SAB, responsibility is not just a short-term initiative but a long-term commitment. SAB Sharp is integrated into our business strategy and operations, reinforcing our mission to grow the beer category responsibly,” concluded Ms Lisa.
SAB’s investment in Alcohol Evidence Centres (AEC) has enabled law enforcement, including the Johannesburg Metro Police and Western Cape Traffic Department, to make over 24 000 arrests nationwide.
AECs facilitate immediate breath alcohol testing, improving the prosecution rate for drunk driving.
Medical practitioners ensure proper evidence collection for court admissibility, with AECs strategically placed in drunk driving hotspots across South Africa.
Commenting on the partnership with SAB, Romeo Hendricks, Acting Director: Community Safety for the Theewaterskloof Municipality in the Western Cape said, “As a long-standing partner to SAB on this journey of promoting responsible consumption, I commend the company’s proactive approach and unwavering commitment to our mandate to regulate irresponsible behaviour on the roads.”
“Since our partnership, and through such investments, we have seen an increase in the arrests of drunk drivers, which has indeed deterred people from drinking and driving.”
First published by Cape Town etc
Written by Jared Moorgas
Also see: Binge drinking: when the party doesn’t stop
