Overview
Our commitment to promoting positive drinking is a core pillar of our Spirit of Progress action plan. Across Tanzania, we reach audiences with messages that aim to change attitudes, whether it's highlighting the harm of underage drinking or binge drinking, warning of the dangers of drink driving, or using our brands to highlight the importance of moderation and responsible drinking. Our aim is to provide world class information through DRINKiQ so people can make fully informed choices.
How we promote positive drinking
DRINKiQ is our dedicated online platform focused on promoting responsible drinking across Tanzania. It offers information on alcohol, its effects on the body and mind, and the consequences of harmful drinking on individuals and society. It's at the heart of our ambition to promote moderation and reduce alcohol-related harm – one of the central aims of our Spirit of Progress strategy.
SMASHED is a life-changing education programme that tackles the issue of underage drinking. It aims to prepare a generation that is unduly influenced by peer pressure and negative influences. We are very proud sponsors of this programme which is delivered through live performances and online. We are committed to educating 10 million young people, parents and teachers on the dangers of underage drinking by 2030 globally. In Tanzania, we have reached over 40,000 thousand young people across Costal, North and Lake regions of Tanzania.
For a decade, we have been addressing drink driving through a range of interventions. We're committed to promoting changes in attitudes towards drink driving, reaching 5 million people by 2030 globally.
Together with United Nations Institute for Training and Research (UNITAR) we have launched our interactive learning experience, ‘Wrong Side of the Road' program designed to bring in behavioural change in drivers, decrease fatal road accidents, and make responsible driving a consistent behaviour.
This course equips participants with essential life skills, knowledge, and a tool kit to deal with real-life situations, specifically for citizens above the legal drinking age. Our aim is to make safer roads and safer vehicles, hence safer drivers.
Across Tanzania, we have reached over 60,000 people in collaboration with Tanzania National Police, National road safety campaigns and brand campaigns.
View The Wrong Side of the Road Experience →