Uganda Breweries Launches ‘Join The Pact To Never Drink And Drive’ Campaign

  • Campaign aims at collecting 10,000 commitments against drink driving
  • UBL appoints Vinka campaign ambassador,alongside media personality Flavia Tumusiime and businessman Innocent Nahabwe.

Uganda Breweries Limited (UBL) under their Red Card Initiative, on Friday launched a responsible drinking campaign that is aimed at engaging consumers to make a commitment to never drink and drive, in a bid to reduce drink driving incidents in Uganda.

The campaign dubbed “Join The Pact To Never Drink And Drive” is a continuation of Diageo’s worldwide Join the Pact campaign that has been implemented in over 40 countries since 2008.

Diageo, through their Johnnie Walker brand, partnered with global rally champions like Lewis Hamilton and Jenson Button as campaign ambassadors and engaged consumers to show their responsible drinking commitment by making a pledge online. The campaign has attracted over 13 million commitments to never drink and drive from inception to date.

In Uganda, Join The Pact is targeting to collect 10,000 commitments over a period of 6 months.

Speaking during the launch of the campaign, Uganda Breweries Managing Legal and Corporate Relations Director Charity Kiyemba had this to say

“Incidences of drink driving account for about 5% of road accidents in Kampala according to Kampala Metropolitan Traffic Police. We at Uganda Breweries, are concerned about our consumers who put themselves at risk through irresponsible practices like drink driving. It is for this reason therefore that we are launching this campaign to promote responsible alcohol consumption and practices.”

To spearhead the campaign in Uganda, UBL has appointed award winning female dancehall artiste, Vinka, real names Veronica Luggya as the ambassador. Vinka will lead the campaign for 6 months, alongside media personality, Flavia Tumusiime and businessman Innocent Nahabwe.

“We handpicked these Ambassadors because they show responsible attitudes towards alcohol and resonate well with our consumers. Vinka is very popular especially among the young generation which we are specifically targeting with this campaign. She will use her music and social media platforms to encourage her fan base to Join the Pact to never drink and drive,” Kiyemba added.

She added that having Flavia Tumusiime and Innocent Nahabwe as Ambassadors also gives UBL a bigger platform to continue with the brewery’s 7-year commitment on driving awareness on responsible alcohol consumption.

UBL will for the next 6 months be interacting with consumers online, in bars, alcohol selling outlets and universities to encourage them to make a commitment Join the Pact. They will also be giving away free UBER rides to consumers who sign the pact.

About Red Card Campaign

The Red Card Campaign is a responsible drinking initiative by Uganda Breweries Limited to inform, sensitize and engage our consumers about the dangers of alcohol misuse.

Running for the last seven years, the campaign aims at tackling two major issues; dangers of underage drinking and of driving under the influence of alcohol.

Previous Red Card Campaigns have been championed by Ambassadors like the legendary referee, Charles Masembe, award winning artiste, Irene Ntale and media personalities Denzel Mwiyeretsi, Deedan Muyira, Crystal Newman, Siima Sabiti and Flavia Tumusiime.

In 2016, the campaign the award for Best Concern for Consumer Issues at the 2016 Uganda CSR Awards organized by Uganda Manufacturers Association (UMA) and GIZ.

The Red Card campaign according to a recent report by Research World International Limited, has been very successful with responsible drinking attitudes taking root among customers.

81 percent of the research respondents who said that they are aware of the Red Card campaign confirmed that the campaign messaging has brought about a positive change in their social behavior with regard to alcohol consumption.


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