Road accident statistics in South Africa indicate that close on 30% of road accident fatalities are alcohol related. There’s no avoiding the fact – drunk driving is a killer and more needs to be done to eradicate this scourge. South African Breweries (SAB) has launched its Drive Sharp campaign to educate the public on the dangers of drunk driving.
“The Drive Sharp initiative is an awareness campaign designed to discourage drinking and driving among consumers. This campaign is part of SAB’s broader commitment to combat drunk driving by educating South Africans about its consequences and promoting a culture of responsibility within communities. Through strategic partnerships with law enforcement and community organisations, the Drive Sharp campaign aims to foster safer driving practices and reduce alcohol-related accidents on the roads,” says Zoleka Lisa, SAB vice president of Corporate Affairs.
The campaign forms part of the SAB Sharp platform which is dedicated to fostering a culture of responsibility within South African communities, adds Lisa. “Through the SAB Sharp platform, SAB highlights the importance of responsibility across society and the crucial nature of partnerships with government, law enforcement agencies and community organisations to promote responsibility associated with beer consumption.
“SAB Sharp is an evidence-based platform designed to support communities in living, driving, talking, and selling Sharp. This platform is built on comprehensive research and global best practices and is regularly reviewed with significant input from stakeholders. Their contributions ensure the continued relevance and effectiveness of the platform to communities, making them integral to our mission. It is also built on a shared value system that promotes and ensures a culture of responsibility among all South Africans and delivers value to all stakeholders and communities involved through meaningful, sustainable interventions,” she adds.
To date, through investing in Alcohol Evidence Centres (AEC), SAB has enabled law enforcement agencies such as the Johannesburg Metro Police Department and the Western Cape Traffic Department to enact over 24 000 arrests nationally. They are used to test suspected drunk drivers and confirm their breath limits. This includes evidentiary breath alcohol testing which delivers immediate test results and contributes to a higher rate of prosecuting for drunk drivers. A staff of medical practitioners help ensure evidence is properly collected as admissible in court. AECs allow authorities to be stationed in ‘hot spots’ for drunk driving all over South Africa, Lisa explains.
Sharing stories of tragedy and hope
At the recent Drive Sharp launch event (attended by, amongst others, government, industry and the media) a documentary was screened, showcasing “two real life stories of families who have lost loved ones as a result of drinking and driving, and really highlighting the impact that one accident can have. The films are shot in a
documentary format where we go deeper with the families on how their lives were never the same after the loss of their loved ones.
“To honour the loss of their loved ones, we recreated a photo of the deceased using parts from the carnage of car accidents. The sculptures were then revealed to the families for the first time during the shooting of the documentary,” says Lisa.
Present at the event, Romeo Hendricks, acting director of Community Safety for the Theewaterskloof Municipality in the Western Cape said: “As a long-standing partner to SAB on this journey of promoting responsible consumption, I commend the company’s proactive approach and unwavering commitment to our mandate to regulate irresponsible behaviour on the roads. Since our partnership, and through such investments, we have seen an increase in the arrests of drunk drivers, which has indeed deterred people from drinking and driving.”
Lisa concludes thus: “SAB Sharp and Drive Sharp are integrated into our business strategy and operations, reinforcing our mission to grow the beer category responsibly. Our goal is to challenge consumers to make responsible choices, for the safety of their families and communities. For all of us at SAB, responsibility is not just a short-term initiative but a long-term commitment.”
