UBL Unveils New Campaign Against Drunk Driving To Reduce Road Accidents.

Uganda Breweries Limited (UBL) has today launched its annual Red Card to Drunk Driving campaign in Kampala in an effort to reduce road accidents resulting from the bad habit of drunk driving.

UBL’s Corporate Relations & Legal Director UBL, Ms. Charity Kiyemba said the campaign is part of UBL’s Alcohol in Society agenda through which it ensures that the use of alcohol does not cause harm to consumers.

“Preventing drunk driving and underage drinking is at the cornerstone of UBL’s mission to encourage responsible drinking to ensure the enjoyment of its respectable brands,” she said.

The campaign was launched at UMA show grounds by the Assistant Inspector General of Police, Uganda Police Force, Dr Stephen Kasiima.

An evaluation report of last year’s campaign carried out by Millward Brown, a global communications firm, shows that the campaign created huge awareness on responsible drinking.

“Millward Brown conducted research among 300 people to measure the impact of our communication on responsible drinking in Uganda. The findings show that 87% of the respondents who were interviewed, had seen the “Don’t Drink and Drive” responsible drinking Ad,” Ms. Kiyemba said.

Of the total number of people interviewed 132 people agreed that responsible drinking is “Not driving while under the influence of alcohol and knowing your limit.”

However, she noted that the biggest challenge has been converting the high level of awareness into a clear shift in behavior as far as drunk driving is considered.

“We do believe that the Red Card campaign we are re-activating today will have a significant impact on behavior of alcohol consumers in Uganda because we have added new elements to the drive,” she said.

While unveiling the campaign, Dr Kasiima, who represented, the Inspector General of Police, Uganda Police Force Kale Kayihura commended UBL for re-activating the campaign because of its capacity to reduce drunk driving.

He said the launch of the campaign ahead of this year’s festive season is timely because it will send a signal to all those who intend to drink and drive their cars to think twice about their lives and those of their loved ones.

“Consider alternative ways of moving around after you have taken alcohol. For instance, call a cab driver, arrange for a driver to take you home or take a taxi but do not drink and drive,” Dr Kasiima noted.

He also urged UBL to take the campaign upcountry to ensure that the campaign covers all towns of Uganda because many motorists travel upcountry during the festive season and for work.