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Alcohol prevention remains a major concern of German brewers.

“We are committed to the principle of point sobriety.

In certain life situations, alcohol must be taboo.

For example in road traffic, ”says Holger Eichele, General Manager of the German Brewers Association.

The “Don't Drink and Drive” (DDAD) campaign launched in 1993 by the leading German associations from the beer, wine, sparkling wine and spirits sectors has been on tour with the “DDAD Academy” for seven years - every year in a different federal state and always under the patronage of the state transport ministers.

According to Eichele, the proportion of alcohol offenses in the total number of accidents has more than halved since 1995.

But it is precisely young drivers who are involved in serious accidents - and alcohol is often the cause.

"That is why the German Brewers' Association, as one of the sponsors, has stepped up the road safety campaign and placed the fight against drink-driving at the center of its prevention activities."

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In order to make young people and novice drivers more aware of the consequences and risks of drink-driving, the “DDAD Academy” campaign focuses on vocational schools.

A trained team of young people addresses a young target group with an affinity for automobiles, who are opinion leaders in their circle of friends on everything to do with automobiles.

Experience the intoxication virtually

The campaign took place in a slightly modified form in 2020 in order to take into account a detailed hygiene concept.

During the simulated per mille drive, young drivers experienced impairment in driving ability at around 0.8 per mille.

In addition to the event component of the Academy, the DDAD campaign also includes the website www.ddad.de.

In the area of ​​social media, she is active with a YouTube channel and her own page on Facebook.

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“No excuses” is the message with which the German brewers address the young target group.

It started with a nationwide campaign with more than 5000 billboards and 20,000 City Light posters.

In 2021, “No excuses” with social media motifs such as “The oh-I-don't-feel-nothing-at-all-excuse” or “I-just-drive-to-the-taxi-stand” excuse ”will have a wide coverage the social media channels continued.