The Tribune

THE dangers of alcohol abuse in the incidence of traffic fatalities and unprotected sexual encounters is to be highlighted on Friday with “Enjoy Responsibly Day”, a Commonwealth Brewery event in collaboration with the Ministry of Transport and Aviation.

With 38 traffic fatalities in The Bahamas so far in 2015, the Ministry is taking steps to promote road safety through the Commonwealth Brewery event, which is sponsored by Heineken, one of the company’s top-selling brands. The partnership also includes participation by the Bahamas AIDS Foundation.

Glenys Hanna Martin, the Minister for Transport and Aviation, said that the promotion is “timely” and will have a positive effect as it would raise awareness to two important issues facing young people in particular: driving while under the influence of alcohol, and HIV and AIDS as a result of unprotected sexual encounters.

“Traffic accidents wreak havoc on many lives in the country,” she said at the event’s launch last week.

“This campaign particularly targets a key element in traffic fatalities, namely the consumption of alcohol. If you are going to drink, do so responsibly, designate a driver or take other measures to ensure your safety and the safety of others.”

Hans Neven, the Managing Director of Commonwealth Brewery, said that the event is an opportunity to collectively showcase the company’s efforts to reduce alcohol-related harm and make “moderation” a key component to drinking. He said that harmful and excessive consumption of alcohol is one of the biggest risks that Heineken has to face.

“No one wins from excessive drinking,” said Mr Neven. “There is nothing to be gained: not for our business, not for individuals, not for society. We use the power of our brands to make moderation aspirational and celebrate our low and non-alcoholic brands, for example, Kalik Radler, Fayrouz and Vitamalt. We advocate that moderation is cool. We want people to have a night to remember not a night to forget.”

President of the Bahamas AIDS Foundation, Lady Camille Barnett, was pleased to be invited to participate in the campaign and thanked Commonwealth Brewery for being a good corporate citizen.

“The Bahamas AIDS Foundation especially encourages persons to know their HIV status and to protect themselves from STIs (sexually transmitted infections) and HIV through the use of condoms. You are better able to protect yourself if you are drinking responsibly and have a clear head.”

This is Heineken’s second ‘Enjoy Responsibly Day’ and is expanding the event to 54 of its markets, eight more than last year. The campaign will include the distribution of bumper stickers, vehicle inspection decals, distribution of T-shirts and a jingle by Sosa Man.