Anti-drink driving campaign launched

KUALA LUMPUR: As a responsible and committed brewer, Heineken Malaysia Bhd has launched the When You Drive, Never Drink (WYDND) campaign that reinforces the company’s advocacy against harmful consumption and behaviours.

Carried out through a series of initiatives, the campaign aims to encourage consumers, business partners as well as employees to take a stand against drink-driving.

The WYDND campaign’s aim is encourage consumers to be the hero who drives sober by taking the leap to pledge to never drink when they drive.

Through the campaign, the company reiterates that there is no better way to get home safely after drinking than supporting your friends and reminding them, when they drive, they should never drink.

The campaign's WYDND Pledge encourages consumers to pledge against drink-driving.

Consumers can visit the WYDND pledge website and fill in their details to affirm their commitment to never drink when they drive.

Consumers who pledge to drive sober will receive a RM10 Grab Ride voucher.

The brewer aims to collect over 10,000 pledges, with RM100,000 worth of vouchers up for grabs.

Heineken Malaysia marketing director Pablo Chabot said the company is aiming to change the narrative, calling for consumers in Malaysia to be the hero who drives sober by pledging to say no when getting behind the wheel,” he said.

About 10% of the Heineken brand media spend annually is committed to promoting responsible consumption campaigns.

Individual consumers are encouraged to take WYDND pledge by visiting the WYDND pledge website while Heineken Malaysia’s business partners can take the Responsible Consumption pledge by visiting the Heineken Malaysia Responsible Consumption Industry Pledge website.