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Last year SAB launched a massive hard-hitting public awareness campaign targeted at drivers and mothers-to-be about the negative consequences of irresponsible drinking. The ‘reality check’ campaign was the largest investment to date by SAB in raising awareness about the negative consequences of irresponsible drinking.

Intended to be a complementary campaign to other external and internal programmes, both from SAB and other companies and strategic stakeholders (such as law enforcement agencies and government), the main aim of the campaign was to educate drinkers on the personal and societal consequences of drinking while pregnant and driving under the influence.  

“SAB is committed to addressing drink driving proactively and pragmatically. This specific campaign challenged some of the myths, as well as excuses, used to justify irresponsible drinking and driving,” said Vincent Maphai, Director of Corporate Affairs and Transformation at SAB and the person responsible for spearheading the campaign.  “The objective of this campaign was to try to start changing mindsets and ensuring that more South Africans understand the added personal responsibilities that comes with consuming alcohol.”

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