SABMiller India

A community drive against drunken driving rolls out

Indian Express(Chandigarh), 26-February-2009

The statistics are alarming and this Wednesday afternoon they came straight from the horse’s mouth. “I have studied traffic data from across the globe and 93 percent of the time accidents happen because of human error,” spoke the city’s DSP,  Traffic Police, J S Cheema at the launch of ‘Beerwise’ campaign in the city. Steered surprisingly by a beer company, SAB Miller in association with radio station 94.3 MY FM, “Beerwise’ is aimed at creating awareness in the public about responsible drinking behavior.

“While there may not be a simple solution to the issue of irresponsible alcohol behavior, there are measures that can make a difference. The most important one is creating awareness,” remarked Sundeep Kumar, Director Corporate Affairs and Communications, SAB Miller India as he further added, “We would be spreading the word in the city by way of outdoor messages, street plays and also through the radio.  “The launch of the campaign also saw five times National Rally Champion Hari Singh pitch in with some don’t drink and drive tips. “I would be lying if I said I haven’t had a few drinks and driven,” Singh spoke candidly as he added, “But today one has the choice of calling a taxi if you have had one too many. One should also drink within one’s limits or have a non-drinker drive you home.”

The month long ‘Be responsible, Beerwise’ campaign will also see support from the city’s traffic police along. “It’s nice to see someone other than the police take an initiative in this direction,” Cheema joked as he formally got the community drive running by setting a Canter specifically designed to spread the word on the road. “Additionally we need to spread the awareness about the adverse effects of excessive drinking across schools and colleges to educate the youth and help save young lives,” added Cheema.