As the nation prepares for the upcoming Christmas and New Year celebrations, Uganda Breweries Limited (UBL) has introduced the Tokisussa “Drink Responsibly” campaign, designed to educate the public on the hazards of drunk driving as well as the potential consequences of binge and underage drinking.
Brenda Kobutungi, UBL’s Corporate Relations Manager in charge of Positive Drinking and Communications, articulated the organization’s mission to positively reshape drinking behaviors at the Kampala Serena Hotel launch event on December 22, 2023.
“We are committed to promoting responsible drinking and investing in educational initiatives that discourage alcohol abuse.” “These initiatives are consistent with Diageo’s Society 2030: Spirit of Progress, which aims to foster a more inclusive and sustainable society,” she said.
Kobutungi emphasized the campaign’s timing, as it coincides with the holiday season, when people tend to overindulge and travel extensively. She urged customers to prioritize safety, consume alcohol in moderation, and refrain from driving even after consuming only a small amount of alcohol.
UBL has over a decade of experience using public messages to promote responsible drinking. Their campaigns have addressed issues such as the consequences of driving while intoxicated (The Wrong Side of the Road) and an educational initiative called Drink IQ, which includes an interactive online quiz to prompt behavioral changes regarding alcohol consumption. They operate under the banner “Red Card: Zero Tolerance to Drink Driving.”
The Tokisussa campaign focuses on a variety of issues, including raising awareness about the dangers of consuming illegal, unregulated, and potentially dangerous alcohol, especially among minors. Kobutungi emphasized the importance of not sending children to buy alcohol and not drinking near homes to keep it out of reach of children.
The campaign also addresses concerns about drunk driving and excessive alcohol consumption, which are especially relevant during the Christmas and New Year’s holidays. Furthermore, UBL has implemented an Alcohol Marketing Code of Conduct to govern how alcohol is communicated to the general public.
Kobutungi provided practical tips to mitigate the effects of overindulgence, such as the importance of moderation, staying hydrated while consuming alcohol, and setting a predetermined limit on the number of drinks. Other recommendations include eating before or during drinking occasions, steering clear of drinking games and shots, socializing with friends who consume less, adding extra ice to drinks, and maintaining a measured pace while drinking.
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