The campaign intendsto change the way consumers think by cultivating the difference between excessive drinking and drinking responsibly.This will be done through sharing tips and highlighting the benefit of responsible consumption through various channels including but not limited to Radio, Print, Digital as well as consumer outreach activities.
Speaking during the launch, Managing Director at TBL Plc, Mr. Philip Redman said “As a leading brewer, we believe we have a unique role to play in championing Smart Drinking behaviors in Tanzania. Our Smart Drinking commitments are focused on shifting social norms, consumer behaviors, and our own business practices to make a tangible contribution towards responsible drinking.”
He further went on to say that through the‘Pombe sio chai.Kunywa kistaarabu.’Campaign we will address issues around: Excessive consumption of alcohol among adults; Any alcohol consumption in underage and vulnerable groups (i.e. pregnant women, nursing mother etc..); Harmful consumption patterns that put other people at risk (e.g. drunk driving) through advocating for smart drinking behaviors.
‘We believe that every experience with Beer should be a positive one that is why we encourage our consumers and customers to drink responsibly.’ Redman added.
Foryears, TBL has been at the forefront of smart drinking initiatives in various community groups. The company’s mission is moving beyond awareness-raising campaigns to driving real change in the communities it works in.