As we enter the festive season, Uganda Breweries Limited (UBL) unveiled new ambassadors for their “Designated Driver campaign” under their responsible drinking initiative, Red Card which comes timely. The campaign is aimed at reducing road accidents brought about by motorists who drive under the influence of alcohol especially in the city and urban areas.
The ambassadors who were unveiled at the media launch are celebrated radio and television personalities, Flavia Tumusiime, Diana Deedan Muyira and Charles Denzel Mwiyeretsi.
Speaking at the unveiling ceremony that was held at Panamera Bar and Restaurant on Friday, Mr Mark Ocitti the Managing Director, Uganda Breweries Limited said, “We have appointed these ambassadors to be the faces of the designated driver campaign because they appeal and communicate better with our target audience, persons between 18 and 35 years of age. They have also, in one way or another been affected by drunk driving incidences which makes them important players in the fight against drunk driving.”
UBL has been running the Red Card campaign for over 5 years to inform, sensitize and engage consumers about the dangers of alcohol misuse. The campaign has previously had ambassadors like Charles Masembe, the legendary referee and musician Irene Ntale.
“The designated driver theme that we are taking on this year is aimed at influencing behavior change and call upon people to declare themselves as designated drivers to their friends or fellow partiers after a night out. We are saying, if you are going out and enjoying yourself especially over the holidays; don’t turn your night into a nightmare. Leave the car at home and, if you can’t use public transport, designate a non-drinking driver.” Ocitti said.
Besides the campaign scouts who will be moving in bars and carrying activations, the ambassadors will also be involved full time in passing the message across as they have a big following on social media and are public figures who have platforms to spread the message across.
During the launch, Flavia Tumusiime said she has been a designated diver before for her friends and since she is an ‘occasional drinker’ it becomes easy for her to perform the task while Denzel advised the youth to and drinkers to plan ahead and always know the designated driver before going out to drink. Miss Deedan added that, while the youth are hyper and love to have fun, they should take care of their lives and use shifts in appointing a designated driver for each outing.
According to a recent research report by Research World International Limited, previous responsible drinking campaigns have created huge awareness on responsible drinking.
The research conducted among 282 people to measure the impact of the responsible drinking communication in Uganda showed that 81% percent of the 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. 70% of these respondents attributed the change to the “Don’t drink & drive” messaging.