- Highlights
Reducing drink-driving by offering free transport
Project
Designed to raise awareness about not drinking and driving during the holiday season, Pernod Ricard’s Canadian affiliate, Corby Spirit and Wine, offers free transportation to everyone in Toronto on New Year’s Eve from 7pm to 7am. In partnership with the Toronto Transit Commission, Canada’s biggest transit system with an average of 1.7 million riders per day, the Corby Safe Rides initiative promotes through multiple online and offline channels the Don’t Drink and Drive message.
- Highlights
Providing consumer information about wine
Project
The Wine Line campaign aimed to raise consumer awareness about the amount of alcohol in a glass of wine. Having started out in 2012, the focus turned to a mobile delivery of the campaign in 2013 - enabling consumers to calculate and track their alcohol consumption in real time.
- Highlights
Partnership plus 18
Project- A partnership agreement with Diageo and Bavaria (SABMiller subsidiary) to reduce underage drinking by reducing access to alcohol at a retail level.
- Enforce Legal Purchase Age (LPA) regulations at retail level through Responsible Retail Practices (RRP).
- Evaluate impact of RRP (Baseline and yearly evaluation).
- Massive media campaign (TVC, Radio and Print).
About our initiatives
Pernod Ricard promotes a moderate drinking culture and combats alcohol misuse through education and enforcement campaigns run individually or, whenever possible, in partnership with other members of our industry, non-profit organisations and public authorities.
A selection of our initiatives
around the world
- Alcohol and Parents web site . www.alcooletparents.frRead more
- Revision of the French Alcohol Marketing CodeRead more
- Green Gown AwardsRead more
- Responsible Consumption at Intermarché trade showRead more
- ESPACE: fight against underage drinking at schoolRead more
Alcohol and Parents web site . www.alcooletparents.fr
France, Pernod Ricard HQ
From July 2009 to May 2018The big idea
Education and Information tool for parents to understand the issue of underage drinking and binge drinking
Project
Talking with you kids to help them facing the risky situations.
Challenge
Tackling underage drinking and risky behaviours by teens .
Helping the parents to discuss with their children.
Actions
Educational videos made by childpsychiatrist and epidemiologists experts.
Tips to adress the issue for parents.
information on risks.
Q/A
Results
181 437 from beginning to 2018
18196 visits in 2017
1516 visits per month in average?
89 % new visits
Site Internet Alcool et Parents. www.alcooletparents.fr
France, Pernod Ricard HQ
From July 2009 to May 2018The big idea
Outil éducatif et d'information à l'attention des parents pour comprendre les risques de la consommation d'alcool des mineurs et le binge drinking.
Project
Parler à ses enfants pour les aider à faire face aux situations de risque.
Challenge
Prévenir la consommation des mineurs . Aider les parents à aborder la question de l'alcool avec leurs enfants.
Actions
Vidéo éducatives faites par des pédopsychiatre épidémiologist
Results
Idem English
Revision of the French Alcohol Marketing Code
France, Pernod Ricard Holding; Pernod;
From June 2013, ongoing...The big idea
Renew the French Alcohol Marketing code in order to comply with the Industry Commitments at a global level.
Project
Revision of the Alcohol Marketing Code to comply with Industry Commitments.
Challenge
- Provide a global and common framework in terms of advertising and trading alcoholic beverages and ensure coherence with the industry commitments worldwide (IARD)
- To get support from a large number of organisations (advertisers , web operators, trade associations)
Actions
- Inclusion of the 70/30 threshold in the Code (70 % of adult audience)
- And a provision on non marketing activation nor communication of stimulating effects of alcohol combined with energy drinks.
Results
Signed in April 2015 by :
- Entreprise et Prévention (now called Avec Modération !)
- the French Brewers association (ABF)
- the French Federation of Spirits (FFS)
- BNIA (Armagnac)
- BNIC (Cognac)
- French Advertisers organisation (UDA)
- Union for external advertising (UPE)
- Union of wep operators (SRI)
- Union for newspapers publishers SEPM)
- French regulation authority (ARPP)
- Assocation for agency communications (AACC)
Révision du code d'autodiscipline et de déontologie en matière de communication et de commercialisation des boissons alcoolisées
France, Pernod Ricard Holding; Pernod;
From June 2013, ongoing...The big idea
Revoir cette recommandation afin d'harmoniser ses dispositions avec les engagements pris par le secteur des boissons alcoolisées au niveau mondial.
Project
Révision du Code d'autodiscipline et de déontologie en matière de communication et de commercialisation des boissons alcoolisées et se mettre en cohérence avec les engagements du secteur au niveau mondial.
Challenge
- Offrir un cadre commun et global en terme de commercialisation et de communication des boissons alcoolisées à tous les acteurs du secteur mais aussi s'assurer de sa cohérence avec les engagements de l'industrie (IARD).
- Obtenir un soutien plus large de la part des associations professionnelles
Actions
- Intégration de la règle 70/30 : il convient, en particulier, de ne pas communiquer dans des médias de presse écrite, des médias radiophoniques ou sur des services de communication en ligne dont il est raisonnable de penser que l’audience n’est pas composée d’au moins 70% d’adultes de 18 ans et plus.
- Interdiction des publicités liant les boissons alcoolisées aux boissons énergisantes
Results
Signé en Avril 2015 par:
- Entreprise & Prévention (maintenant Avec Modération!)
- Les Brasseurs de France (ABF)
- La fédération Francaise des spiritueux (FFS)
- Le Bureau national interprofessionnel d'Armagnac (BNIA)
- Le Bureau national interprofessional de Cognac (BNIC)
- l'Union des Annonceurs (UDA)
- L'Union de la Publicité Extérieurs (UPE)
- Le syndicat des régies internet (SRI)
- Le syndicat des éditeurs de presse magazine (SEPM)
- L'autorité de régulation professionnelle de la publicité (ARPP)
- L'association des agences conseil en communication
Green Gown Awards
France, Ricard
From September 2014 to February 2015The big idea
Participation in the "Trophy Campus Manager" to promote a sustainable development approach in higher education institutions.
Project
Campus Responsables launches the first French edition of the Green Gown Awards. This international event promotes the most sustainable development actions in higher education schools.
Challenge
Promote the first edition of the event to the journalists and students
Actions
- Sponsorship of the Event
- Participation of the jury selection
- Participation in the ceremony and delivering a prize to the winner "student involvement"
- Financing of training "Well-being student and responsible consumption"
Results
- 11 applications
- 19 projects submitted
- 4 winners: the Institut Polytechnique LaSalle Beauvais, the University of Lausanne, Ecole des Mines de Douai and the Catholic University of Lille
- 48 press coverage
- target : 54,704 students informed
Trophées des campus responsables
France, Ricard
From September 2014 to February 2015The big idea
Participation au "Trophée des Campus Responsable" afin de promouvoir une démarche de développement durable au sein des établissements d’enseignement supérieur.
Project
Campus Responsables lance la première édition francophone des Green Gown Awards. Cet événement international qui existe au Royaume-Uni, en Australie et en Nouvelle-Zélande récompense les actions de développement durable les plus pertinentes au sein des établissements d'enseignement supérieur.
Challenge
Faire connaitre la première édition de cet évènement auprès des étudiants et des journalistes
Actions
- Sponsor de l’événement
- Participation au jury de sélection des campus
- Participation à la cérémonie de clôture et remise du prix "Implication des étudiants"
- Financement d’une dotation en nature : une formation "Bien être étudiant et consommation responsable"
Results
- 11 campus candidats
- 19 projets ont été déposés
- 4 lauréats : l’Institut Polytechnique LaSalle Beauvais, l’Université de Lausanne, l’Ecole des Mines de Douai et l’Université Catholique de Lille
- 48 retombées presse
- 54 704 étudiants touchés
Responsible Consumption at Intermarché trade show
France, Ricard SA
From June 2014 to June 2014The big idea
During a trade show Intermarché, Ricard presented its products and raised awareness about responsible drinking
Project
During the fair trade of spirits organized by Intermarché, Ricard presented its products and educated the retail to responsible consumption and prevention.
This action reached store managers, ray of heads, purchases and the direction of Intermarché.
Challenge
- Educate professionals in the retail to responsible drinking
- To promote and to encourage participants to download the Wise Drinking applicationT
Actions
- Ricard's stand products
- Distribution of 500 bags in organic cotton branded "Wise Drinking" containing breathalysers, coasters, CSR brochures Respect, self evaluation cards, Panama and T-shirt World Brazil
- Diffusion of the Wise Drinking app video
Results
- 2 000 visitors
- Distribution of 500 bags
- Distribution of 500 breathalysers
- Distribution of 500 coasters Wise Drinking
- Distribution of 500 CSR brochures Respect
- Distribution of 500 self evaluation cards
Consommation Responsable au salon Intermarché
France, Ricard SA
From June 2014 to June 2014The big idea
A l'occasion d'un salon professionnel Intermarché, la société Ricard a présenté ses produits de fin d’année et sensibilisé à la consommation responsable.
Project
La société Ricard a profité du salon professionnel des spiritueux organisé par Intermarché pour présenter ses produits et sensibiliser la grande distribution à la consommation responsable et la prévention.
Cette action a ainsi touché des directeurs de magasins, la cellule des achats et l'ensemble de la direction de l'enseigne Intermarché mais aussi des chefs de rayons.
Challenge
- Sensibiliser les professionnels de la grande distribution à la consommation responsable
- Faire connaitre et télécharger l'application Wise Drinking
Actions
- Stand Ricard : présentation des produits- Distribution de 500 sacs en coton bio brandés « Wise Drinking » contenant des éthylotests, des sous-bocks Wise Drinking, des brochures RSE Respect, des cartes d’auto évaluation, un panama et un T-shirt STAFFcoupe du monde du Brésil
- Diffusion d'une vidéo de démonstration de l’application Wise Drinking
Results
- 2 000 visiteurs
- Distribution de 500 sacs
- Distribution de 500 éthylotests
- Distribution de 500 sous-bocks Wise Drinking
- Distribution de 500 brochures RSE Respect
- Distribution de 500 cartes d’auto évaluation
ESPACE: fight against underage drinking at school
France, Pernod Ricard; Ricard; Pernod
From September 2009 to January 2014The big idea
A unique pilot project (2009-2014) at school based on the development of psychosocial skills and rigorously evaluated to reinforce self-esteem.
Project
Entreprise & Prevention launched this project on the demand of the French ministry of education to fight underage drinking by developping psychosocial skills and sell-esteem of pupils (11-14 years old).
Challenge
In order to encourage young people to adopt controlled and responsible behavior regarding alcohol consumption, the challenge was to involve educational teams as well as parents in an innovative prevention programme for 1,200 pupils during 3 years and to evaluate its impact with a dedicated comittee composed of 50 persons.
Actions
- “Self-esteem and psychosocial skills” workshops in 53 classes of 11-12 years old in year 1, and then in the superior class in year 2 and year 3;
- Gradual introduction of the topic of alcohol with “Life and earth sciences” workshops.
Results
The intermediate assessment (middle of year 3) shows:
- Significant results in terms of alcohol knowledge and its effects on health;
- A significant difference between pupils who participate to the project and those who don't in terms of self-esteem and life skills: the self-esteem indicator reaches 73% for the action group, whereas the witness group only reaches 60%.
ESPACE: lutter contre les conduites à risque dès le collège
France, Pernod Ricard; Ricard; Pernod
From September 2009 to January 2014The big idea
Le programme ESPACE est une démarche expérimentale et originale, mise en œuvre de 2009 à 2014, et visant à renforcer les compétences psycho-sociales des collégiens.
Project
Entreprise & Prévention, à la demande du ministère de l'Education nationale, a souhaité développer les compétences psycho-sociales (confiance en soi, affirmation de soi) et l'estime de soi des collégiens pour lutter contre les conduites à risque.
Challenge
Pour prévenir les conduites à risque dès le collège, Entreprise et Prévention a mobilisé de nombreux acteurs : 15 collèges témoins, plus de 1 200 élèves ont suivi le programme, plus de 60 intervenants formés et un comité scientifique et un comité de pilotage composé de 50 personnes.
Actions
- Compétences psycho-sociales et estime de soi : mise en place de modules pédagogiques interactifs dans 53 classes de 6ème, puis en 5ème et 4ème auprès de la même population;
- A travers l'enseignement des Sciences de la Vie et de la Terre : intégration progressive de la thématique alcool
Results
En milieu de 3ème, l'évaluation montre :
- Une amélioration importante des connaissances sur l'alcool et ses effets;
- Une différence très significative entre les élèves ayant bénéficié du programme et les témoins en matières d'estime de soi : l'indicateur d'affirmation de soi est à 73% pour le groupe action alors qu'il n'est qu'à 60% pour le groupe témoin.
Multinational initiatives
WINE IN MODERATION
From January 2008 to December 2016
The big idea
Wine in Moderation – Art de Vivre is an International Programme of the wine sector to inspire healthy lifestyles and well-being, and to contribute to the reduction of alcohol related harm.
Project
The Programme builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain, in raising awareness and knowledge about responsible drinking patterns and moderate wine consumption.
Pernod Ricard has been supporting the programme since its creation.
Actions
The Social Responsibility Movement
Provide a common approach to foster wine sector contribution in the fight against alcohol related harm.
Empower wine professionals and promote responsible business practices.
Vocational Education
Train professionals to improve knowledge and competences on wine, health and social aspects.
Responsible Commercial Communication
Promote and implement self-regulation practices to ensure responsibility in the commercial communication of wine.
Scientific Documentation
Make available relevant and robust evidence-based scientific information, to secure credibility, enhance actions and facilitate dialogue on wine, health and social aspects.
Raise awareness and knowledge on drinking patterns compatible with a healthy lifestyle and inspire well-being. Art de Vivre Campaigns
Inspired by the culinary and cultural heritage of wine, promote moderation and responsibility in wine drinking as a cultural and social norm.
Consumer Information
Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.
For more information: http://www.wineinmoderation.eu/
Code for Commercial Communications
From June 2007 to December 2016
The big idea
Since 2007, Pernod Ricard has adopted an internal Code which applies to all our advertising around the world. It has been revised in 2015 in order to be more in tune with consumers and competitive practices.
Project
A joint taskforce of COMEX members and Responsible Marketing Panel members associated with the Global Business Development and Public Affairs teams proposed win-win modifications of the Code in order to accelerate our business while remaining compliant with our Sustainability & Responsibility commitments.
Read the Pernod Ricard Code for Commercial Communications
Challenge
The strategy and ambitions of Pernod Ricard are based on a strong sense of ethics, but the Pernod Ricard code should adapt to new generations of consumers , evolution of medias as well as acknowledging competitor's practices.
Actions
During 5 months, the taskforce COMEX members and the Responsible Marketing Panel members work together to improve the Code for Commercial Communications. The Digital Acceleration Team also collabaroted to imbed the digital evolutions.
Results
The joint taskforce dedicated to this code improvement agreed on the following major modifications :
- Nudity : remove ban of nudity provision but add requirement to not "use degrading stereotypes or situations".
- Drinking and driving : The Code maintains respect of principle not to link drinking and driving and adapts it to its commitment to celebration of certain sports.
- Digital : Ensure greater compliance through age gating settings to ensure prevention of minors’s access on brand websites, e-commerce website, branded social networks and monitoring of user generated content.
- Sponsorship guidelines : clarification between sponsorhip with and without brand activation.
- Creation of unique e-mail address in the group to submit to the Responsible Marketing Panel all campaigns for pre-vetting before launch.
Our responsible marketing e-learning is mandatory for people from marketing, legal and public affairs functions. So far, + 1 500 employees completed the e-learning and have the certificate of achievement.
Responsible Marketing Pact
From April 2012 to January 2016
The big idea
A three-tier program to effectively strengthen alcohol advertising self-regulation at EU-28 level.
Project
Leading producers from the beer, wine and spirits sectors today launched a comprehensive initiative to strengthen independent advertising self-regulatory schemes for alcohol beverage marketing by establishing a set of common, rigorous standards for their marketingcommunications throughout the European Union.
Challenge
For the first time ever, the Responsible Marketing Pact creates common standards supported by major beer, wine and spirits producers (AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, Pernod Ricard and SABMiller) throughout the EU.
Actions
- Prevent minors from inadvertently seeing alcohol beverage marketingcommunications on social media ;- Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks ads. (70/30 baseline standard) ; - Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that the content of ads appeals primarily to adults.
Results
As an EAHF (European Alcohol and Health Forum) commitment, the Responsible Marketing Pact has to comply with the monitoring and reporting requirements of the EAHF. It will be subject to continuous oversight by the European Commission and WFA will present a first progress report on implementation and compliance with the agreed common standards by June 2013.
Ask, Listen and Learn
From August 2014 to June 2015
The big idea
Replicate existent US programs (1) “ASK, LISTEN AND LEARN” by Foundation for Advancing Alcohol Responsibility (FAAR) and (2) “CLASSROOM CHAMPIONS” by Classroom Champions fitted to the Caribbean culture that will help fight underage drinking by teaching kids life skills. Ask, Listen, Learn: Kids and Alcohol Don’t Mix is the most widely distributed, long-standing program of its kind in the US, empowering kids to say “YES” to a healthy lifestyle and say “NO” to underage drinking. This helps kids realize the importance of goal setting, and the benefits of being knowledgeable on the effects of what they put in their growing body.Classroom Champions connects top performing athletes with students in high-need schools. Classroom Champions use video lessons and live video chat to motivate students to recognize their potential, set goals and dream big, while educating them in the practical use of communications technology.
Project
The program is adapted for 4 countries: Grenada, St. Lucia, Dominica, and Haiti to: (i) pair an Olympian or National Team athlete as consistent role models to engage kids in underserved schools; (ii) teach students life skills and allow kids and teachers to make lessons relevant in their own lives; (iii) provide the students with mental, emotional and physical tools they need as they strive to accomplish the goals they learn to set themselves; and (iv) through the inclusion of the Ask, Listen, Learn content into the appropriate Classroom Champions lesson plans. Goal is to create a relationship between the athletes and the students.
Challenge
- Adapting the program in four different countries- Convincing and working together with the Ministries of Health and - Education in each country- Training teachers and recruiting mentors (athletes)- The limited technological capabilities of the schools
Actions
1) The Pilot Program will have a duration of four months: •Month 1: Athlete creates video lesson•Month 2: Goal Setting video lesson•Month 3: Students practice and do activities around their athlete’s lesson•Month 4: Students create a video or work for their athlete on what they have learned2) Throughout the program: in-person visits and videos/chats3) Training is provided to teachers in schools within the four countries. 4) A Student Survey is used both in advance of our initiative to provide a benchmark (pre) and upon its completion to assess our strengths, weaknesses and impact (post).
Results
- We measure the improvements of the Program in key areas for students’ future success including: goal setting ability and perseverance, school engagement, digital literacy, and interpersonal skills; areas that lead to increased academic performance. - In teachers we measure job performance, job engagement, and digital literacy. In mentors we measure communication skills, leadership skills, and digital literacy. - Leveraging and strengthening our relationships with key stakeholders within these key Caribbean countries within Pernod Ricard Americas Travel Retail region.- Raising awareness with other key stakeholders about our efforts to reduce alcohol related-harm through the implementation of the 5 CEO Global Industry Commitments.- Work together with local community and authorities fighting against underage drinking with multi-sectorial approach (NGO, Government and private sector).- Pernod Ricard Americas Travel Retail is working together with the industry leveraging a great relationship with Diageo and Heineken as signatories of the 5 CEO Global Industry Commitments.- Given the program is ongoing a Teacher Survey will be conducted upon completion of our initiative to help us understand what the teachers found most useful and how we might improve the program in the future.
Responsible Party
From January 2010 to February 2017
The big idea
Even if at first glance it doesn't sound exciting, "Responsible Party" is fun, real fun!"The whole project is built on peer-to-peer approach. Members of local ESN associations are trained by Pernod Ricard in delivering responsible drinking messages and how to engage with other students and discuss alcohol-related issues. The events are organized by local ESN associations where the trained individuals become the ambassadors (aka. Party Squad), with a sole task of spreading awareness and delivering key messages of project to the participants. The idea behind this approach is, that students are more likely to discuss alcohol related issues in informal atmosphere and with equals.
Project
"Responsible Party" is a pan-European awareness campaign created by Pernod Ricard as part of its Corporate Social Responsibility policy. ”Responsible Party” is also the Pernod Ricard commitment towards European Alcohol and Health Forum. The project is designed to help student associations organize parties & other events in safe environment with focus of raising awareness of responsible & moderate consumption of alcohol. The main project partner of Pernod Ricard is Erasmus Student Network AISBL (ESN), the largest university student organisation in Europe, present in 37 countries of Europe with over 500 local associations.
Challenge
The main challenges of the project implementation are:
- Raising awareness of responsible alcohol consumption.
- Creating safer party environment.
- Combating harmful consumption practices, especially binge drinkingThe project is also of non-commercial character (any other Pernod Ricard branding other than that of Responsible Party is not allowed).
Actions
The program is composed of Universal Toolkit containing prevention and information tools (BAC estimators, condoms, info flyers) as well as promotion tools (branded sunglasses, USB sticks, balloons, posters, hashtag boards, T-shirts for the Party Squad) which are used to engage the participants and motivate them to get involved the project objectives, either through discussion or various small activities such as games, quizzes etc. There is also a Facebook Page (https://www.facebook.com/ResponsibleParty/?fref=ts) and a Promotional RP video (https://www.youtube.com/watch?v=GDe4i4lWWDw). The key messages of the program are:
- There is no soft/hard alcohol, just alcohol.
- Keep count of the drinks you consumed.
- Drink water regularly and have fun longer.
- Stop worrying what others think.
- Don’t drink & drive.
Results
Since 2010 until end of 2015, the project has affected more than 250 000 students in 31 countries across Europe.
The Wise Drinking App
From May 2014 to December 2014
The big idea
Wise Drinking: the first worldwide digital app devoted to responsible consumption.
Project
Available in 37 languages on iPhone and Android, Wise Drinking is a free mobile application that educate consumers about responsible drinking.
The app was launched in conjunction with the fourth annual Responsib’ALL Day, a day of action devoted to Sustainability & Responsibility involving the Group’s 18 500 employees.
This application has been developed by the agency Novedia.
To access the application, go to http://www.wise-drinking.com/app
Actions
- The application enables users to calculate the number of units of alcohol they consume in real time by taking into account the type of drinks consumed (wine, spirits or other), the volume, as well as the user’s gender and weight.
- The users are also able to track their consumption over the past four weeks.
- With a geo-localisation system, the application adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport.
Users are also able to test their knowledge of responsible drinking through a multiplayer quiz with questions such as:
“How much is one unit of alcohol?”
“How is wine produced?”
“What advice is given to pregnant women regarding alcohol?”
“Who was the Greek god of wine?”
Results
As of December 2016: 103 000 downloads
