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.
Japan, Pernod Ricard Japan
From October 2014 to July 2016
Supporting Japanese authorities in fighting against underage drinking through seminars addressed to teachers and a nation-wide poster campaign taking place at all public schools throughout Japan.
Although legal drinking age in Japan is 20, according to a study conducted by the ministry of Health in 2012, covering 100,000 junior and senior high school students across Japan, 2.763 million of them had drunk alcoholic beverages. Of them, 752,000 consumed alcohol at least one day a month, while 158,000 drank at least once a week.
Also in 2015 a survey conducted by the Ministry of Health revealed that underage female are more exposed to the problem than their male peers.
Seminar addressed to teachers:
Speakers and contents of the lectures
- Dr. Kitagaki - Officer from Ministry of Education made opening remarks on objective of the seminar
- Dr. Naruse – Saitama Psychiatric Hospital, Deputy Director gave a lecture on the link between underage drinking and alcoholism
- Dr. Maesato - Kurihama medical center (the only medical center specialized in alcohol studies recognized by WHO) talked about the risks of underage drinking, especially focusing on risks for female drinkers.
- Mr. Namiki – General Manager of the Japan Society of School Health (JSSH) introduced some practical approaches on how to implement effective initiatives to discourage underage drinking: workshops, games, role playing to develop self esteem, etc.
Poster campaign :
The poster features Japanese artistic gymnast Kenzo Shirai, international competition winner (age: 18).
Translation: “No need of alcohol to fulfill my dreams for the next Olympics” “Reasons why you should not drink while you are underage : alcohol can cause accidents / alcohol affects memory functions of your brain”.
The contents and design of the poster were submitted to Ministry of Education and the medical community for approval.
Japan, Pernod Ricard Japan
From January 2011 to July 2016
To support to major regional "Don't Drink and Drive" initiatives in partnership with influential local media
Collaboration with "Stop! Drunk Driving" project in Osaka and "Team Zero Fukuoka" in Fukuoka.
To spread the message of "Don't Drink and Drive" in two major cities where drunk driving has been a long-standing problem.
Osaka: Every year, more than 10,000 spectators gather to the Osaka castle concert and 20,000,000 JPY (142,000 euros) is donated to the Public Interest Incorporated Foundation.
Pernod Ricard Japan's "Don't Drink and Drive" leaflets are distributed to all participants to raise awareness on the danger of drunk driving.
Please find below the official HP of the project, in which you can find the number of participants.
The sum of the donation for the latest concert held in March 2016 was 23,474,302 JPY. Please find below the link reporting the donation to Public Interes Incorporated Foundation helping children who lost their parents due to road accidents. http://fmosaka.net/sdd/gift2015/index.html
Regarding PR action, please refer to p10 of "Sustainability & Responsibility programs and initiatives in Japan". The radio ads in collaboration with students was introduced in local TV news in Hokkaido (https://www.youtube.com/watch?v=gllHZkbHJ9o) 01:27~
India, PERNOD RICARD INDIA
From May 2015 to June 2015
Pernod Ricard India kicked off a unique initiative in 2015. This initiative was launched two weeks prior to Responsib'All Day 2015 at 65 On Trade Outlets in 12 Cities for a period of 5 days by Sales Team. In partnership with On Trade Retailers, we reached out to consumers directly educating them on Responsible Drinking through Alcohol & You video, Hydration Station, Standees, Tent Cards and promoting the Wise Drinking app (http://www.wise-drinking.com/app).
Responsib'All Outreach - an initiative which addresses 3 of the 5 IARD's commitments:
1) Enlist Support of Retailers;
2) Reduce Drinking and Driving;
3) Provide Consumer Information.
Highlight of this activity was participation from over 130 Pernod Ricard India employees across India.
1. Key Challenge was to get Retailers on board to do this activity.
2. Main target for Responsib'All Day 2015 was to get the Wise Drinking app downloaded. In India QR Code readers are not very popular and most of On Trade outlets do not have wifi.
3. It was a tough task to first reach out to consumer to take him through the content and then getting the Wise Drinking App downloaded.
1. We formed a core team to work on various elements for the activity e.g. "Alcohol & You" Video, Standees, Tent Cards, Hydration Station, Gift. All these elements were centrally coordinated by the team and made available at each city for execution.
2. Sales team did an excellent job in convincing retailers to partner with us in this activity during their peak business hours specially on weekends which actually resulted in reaching out to more people.
3. Our team helped consumers to download the game through their mobile hot-spot / providing free wifi / etc.
4. Each outlet was handled by 2-3 Pernod Ricard India employees who were equipped with material and training module which was designed by Central team. This included presentation / video / etc. describing how to approach and engage consumers and then getting the Wise Drinking App downloaded.
5 days per city
130 Pernod Ricard India employees involved
More than 2 200 Wise Drinking app downloads
Over 5 000 consumers reached
From January 2013 to December 2013
The Thai Foundation of Responsible Drinking (TFRD) achieved joint agreement for industry members to implement common CSR initiatives.
Remove duplicating company CSR budget and Social Aspects Organisation (SAO) and shift the company campaign "Alcohol We Know" to the industry body
United Arab Emirates, PR Gulf
From March 2015 to March 2015
“RoadSafetyUAE.com” (RSU) is an educational platform dedicated solely to improving road safety in the UAE.PR Gulf and Maritime and Mercantile International (local distributor) co-own the “Don’t Drive Under The Influence” topic page on the “RoadSafetyUAE.com” website. A click through to “The Driver” was implemented on the webpage, as well as ongoing ideas sharing around the topic (e.g. PR best practices). This partnership has been renewed for yet another year.
“RoadSafetyUAE.com” has launched an Extended 'Make U.A.E. Roads Safer!' pledge. The objective is to support “RoadSafetyUAE.com” goal to reach 100,000 people taking the pledge. THE PLEDGENO….. Driving under the Influence! NO….. Speeding!NO….. Mobile phone: not without hands-free equipment!YES….. Seatbelts-by everybody in your car!YES….. Indicators- every time you change lanes!
Since the Gulf is a dark market, we cannot engage in any initiatives involving the government/universities.
--> The Jameson ‘St. Patrick’s Day” party held in March 2015, was used as a platform to promote the pledge. --> Every guest taking the pledge was given a “The Driver” Dirhams 50 voucher (co-funded by PR Gulf and “The Driver”).--> Subsequently, PR Gulf will examine the feasibility of promoting the pledge at upcoming events.
--> Out of 500 guests, 50 guests took the pledge (10%). --> This supported the increase from 1586 to 1636 pledge taken, a 3% increase in one night.
China, Pernod Ricard China
From September 2012 to July 2013
Held a competition between university students to design educational awareness campaigns to promote Responsible Drinking in their communities on the themes of "Don't Drink & Drive" and "Underage Drinking".
United Arab Emirates, PR Gulf
From October 2014 to June 2015
--> PR Gulf partnership with "The Driver", a chauffeur service that provides you with a personal driver to drive you home safely in the comfort of your own vehicle. --> The aim is to promote “Don’t Drink and Drive” and to popularize the use of “The Driver” among the U.A.E expatriates.
Japan, Pernod Ricard Japan
From September 2011 to July 2016
PRJ’s “NO IKKI!” campaign confronts binge and underage drinking at universities with innovative activities and events mainly in Spring and Autumn, targeting a period of time when youth particularly consume alcohol.
NO IKKI! Campaign
To discourage bingedrinking of underage and young adults at universities, a very serious problem in Japan. In 2014, it was reported that over 14,300 people in Tokyo were transported by ambulance because of acute alcohol poisoning and more than 46 percent of them were in their 20s or below the legal drinking age. (Source : Tokyo Fire Department, http://www.tfd.metro.tokyo.jp/camp/2015/201512/camp1.html )
1) NO IKKI! Spring Campaign : As spring is the beginning of the academic year in Japan, many student parties are organized to welcome the frenshmen, which often involves a lot of drinking. During the whole month of April, Pernod Ricard Japan spreads the message of "NO underage drinking, NO binge drinking" by printing the message on 25,000 trays used in cafeterias in 5 major universities nationwide and collaborates with student club's leaders to discourage underage drinking and harmful use of alcohol during these parties.
2) NO IKKI! Autumn Campaign: During the university autumn festival season, Pernod Ricard Japan collaborates with student festival organizers to raise awareness on the dangers of underage drinking.
3) NO IKKI! Grand Prix, which awards student festival organizers who demonstrated best practice in promoting responsible drinking through creative poster design.
Please refer to P7 of "Sustainability & Responsibility programs and initiatives in Japan"
150,000 NO IKKI! leaflets explaining the danger of underage drinking and tips of responsible drinking distributed to students since the beginning of the campaign in autumn 2011
Now latest data as of 14 June 2016 is 229,257. The NO IKKI! leaflets were produced three times (19 Dec 2011, 18 September 2012, 21 October 2015 - for the first two please refer to agency email "NO IKKI!リーフレット" and the attached invoices. The leaflets are called "Coster formed leaflets" in there two invoice made in 2011 and 2012). Please also see a screenshot of the current stock left ("20160614 NO IKKI leaflets Inventory") : 80,000 leaflets produced 3 times since 2011 (240,000) - what is left (10,743) = 229,257.
India, Pernod Ricard India
From January 2012 to February 2015
A first-of-its-kind campaign involving eye and health check for truck drivers and educating them on perils of driving under the influence of alcohol.
To create a platform for “Don’t Drink & Drive” in conjunction with free eye & health camps to improve road safety of truck drivers, who partner with us in our growth; targeting truckers Unions with active participation from local and State Government; thereby increasing visibility of Pernod Ricard CSR actions and generating goodwill.
Most of these drivers come from an economical weaker section of the society. Because of their financial state and healthcare being beyond their reach, they never get the eye check-up done. They also fear that they will loose their job if their eyesight is low. Pernod Ricard partnered with truckers union and various associations in the respective centers to motivate drivers to get their eyes tested.
Pernod Ricard India has conducted 12 Eye & Health Checkup camps till now, examined 10,400 truck drivers, distributed 4 550 free spectacles to truck drivers who needed eye correction. We also distributed a photoframe with the truck drivers' family picture to urge them to drive safely.
India, Pernod Ricard India
From May 2014 to February 2015
The objective was to deliver a high impact message about the consequences of drinking and driving on Responsib’all Day and beyond, with a simple but powerful metaphor. The idea was not to scare the people on the perils of drinking but more about inculcating the values of drinking Responsibly. The installation was developed and installed at Cyber Hub – the uber business district with a buzzing food court and happening pubs - to complement and support the theme of Responsib’all Day 2014. We partnered with DLF Management, and later with Gurgaon Police, to execute this idea.
Pernod Ricard India’s commitment to Corporate Social Responsibility (“CSR”) goes back in time. There is a constant endeavor to spread and reinforce the message of ‘Don’t Drink and Drive’ amongst consumers across the country in a multipronged way.The initiative involved a team of 6 motivated individuals who worked on this idea of creating:
From May 2012 to April 2014
Urban youth in India is taking to alcohol in a big way - dedicated ‘Responsible Drinking Campaigns’ (RDC)- for protection of young populations at high risk of alcohol-attributable harm through education and awareness programs.
From March 2012 to July 2013
Build responsible drinking awareness by engaging employees and youth.
- Expand responsible drinking awareness beyond the Don’t Drink and Drive message. - Engage employees on an ongoing basis in CSR initiatives.- Focus on youth, who are new consumers.
- Worked with an organization which is able to reach university students and youth across the country and organize activities in multiple cities.- Developed activity formats and implemented them together with the partner to spread the responsible drinking message which includes aFlash gathering and Flash mobs.- The interactive activity formats are engaging and attractive for students, and can be duplicated in multiple cities and universities. - Developed a plan engaging employee volunteers on an ongoing basis, trained volunteers.
72 employee volunteers participated in 28 youth discussion groups in 6 cities.
From January 2008 to December 2016
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.
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.
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.
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.
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.
Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.
For more information: http://www.wineinmoderation.eu/
From June 2007 to December 2016
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.
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.
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.
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.
The joint taskforce dedicated to this code improvement agreed on the following major modifications :
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.
From April 2012 to January 2016
A three-tier program to effectively strengthen alcohol advertising self-regulation at EU-28 level.
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.
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.
- 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.
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.
From August 2014 to June 2015
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.
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.
- 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
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).
- 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.
From January 2010 to February 2017
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.
"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.
The main challenges of the project implementation are:
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:
Since 2010 until end of 2015, the project has affected more than 250 000 students in 31 countries across Europe.
From May 2014 to December 2014
Wise Drinking: the first worldwide digital app devoted to responsible consumption.
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
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?”
As of December 2016: 103 000 downloads