The largest brewery in Latvia, AS “Cēsu alus”, in cooperation with the portal Apollo.lv, is organizing the social campaign “Responsible driver” for the first time in Latvia. The idea of the campaign was adopted from Estonia, where it has been organized before the Ligo festival for 25 years and has gained a wide response and involvement of the population.
The “Responsible driver” campaign will run from June 16 to June 23. As part of it, every driver who undertakes to celebrate the holidays soberly and take his friends and family members home safely without sitting behind the wheel under the influence of alcohol, is invited to register on the campaign website http://ej.uz/atbildigais_soferitis, thereby publicly expressing his commitment.
Agita Kārkliņa, AS Cēsu alus communications manager: “AS Cēsu alus supports responsible alcohol consumption, therefore we are enthusiastically involved in this project and support the “Responsible driver” campaign. We hope that with this project we will encourage drivers to treat alcohol consumption and driving responsibly. The purpose of the campaign is to thank responsible drivers and at the same time promote and popularize a culture in which we and these people are proud and accept as a norm of behavior in society – the choice to celebrate the holidays responsibly and take care of your life and the lives of the people around you.”
“We believe that our task as a socially responsible media is to support initiatives that are in the interest of the entire society. Alcohol and driving are incompatible things, unfortunately some drivers still believe that they can have one on holidays. It is not allowed! And not because a policeman might be standing around the corner. That is why we remind all our readers to be responsible!”, says Egmonts Gržibovskis, TVNET media group business development director.
During the campaign, AS Cēsu alus will reward every hundred registered responsible drivers with a box of non-alcoholic beer Cēsu Premium 0%.
Campaign registration and campaign rules:http://ej.uz/atbildigais_soferitis
