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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Dobiegła końca kampania „Trzeźwo Myślę”, promująca odpowiedzialną konsumpcję alkoholu

Kampanie i Promocje

Dobiegła końca kampania „Trzeźwo Myślę”, promująca odpowiedzialną konsumpcję alkoholu

Wtorek, 20 sierpnia 2019
Twarzami kampanii „Trzeźwo myślę” w trzeciej edycji byli Vienio – warszawski raper i kucharz znany z ognistego temperamentu i własnego zdania na każdy temat, Karolina Pilarczyk – pierwsza polska drifterka, podwójna Mistrzyni Europy w drifcie i ambasadorka serwisu Moto.pl oraz Kasia Bigos – znana trenerka fitness, Mistrzyni Polski i Europy w pole sport oraz ambasadorka serwisu Myfitness.pl. Kampanii organizowanej przez Carlsberg Polska towarzyszyły działania informacyjno-edukacyjne w placówkach medycznych grup Lux Med i Medicover w całej Polsce.
Od pierwszej do obecnej edycji celem kampanii jest edukacja w zakresie odpowiedzialnej konsumpcji alkoholu adresowana w szczególności do opiekunów małoletnich dzieci, kobiet w ciąży i kierowców. Bohaterowie kampanii zinterpretowali, czym jest dla nich „trzeźwe myślenie” i jak się nim kierują w codziennym życiu. Vienio jako raper i miłośnik gotowania mówił nie tylko o przepisach kulinarnych, ale też o szeroko pojętej odpowiedzialności związanej z byciem artystą. Karolina Pilarczyk opowiadała, jak być odpowiedzialnym kierowcą, a Katarzyna Bigos wyznała, z jaką odpowiedzialnością wiąże się macierzyństwo. Wywiady z bohaterami kampanii można zobaczyć na ich profilach społecznościowych, serwisach Agory oraz na kanałach społecznościowych Carlsberg Polska.

Kampania realizuje jeden z celów naszej strategii zrównoważonego rozwoju, czyli „Zero nieodpowiedzialnej konsumpcji alkoholu”. Chcemy edukować konsumentów w lekki, pozbawiony moralizatorstwa sposób, tak by sprowokować ich do podejmowania świadomych wyborów na co dzień, nie tylko w zakresie konsumpcji alkoholu, ale również w innych sytuacjach życiowych – mówi Jagoda Jastrzębska, kierownik ds. rozwoju odpowiedzialnego biznesu w Carlsberg Polska.

Punktem wyjścia do rozmów z bohaterami były wyniki badania „Kocham Życie – Trzeźwo Myślę”, przeprowadzonego w 2018 roku przez Carlsberg Polska. Pod uwagę wzięto wtedy takie obszary jak: znaczenie „trzeźwego myślenia” w życiu, zmiany w postawach społecznych dot. alkoholu, np. 63 proc. badanych uważa, że w społeczeństwie widać brak przyzwolenia na prowadzenie samochodów po alkoholu a 67 proc. badanych nie spotkało się z nieprzyjemnościami z powodu odmówienia wypicia alkoholu.
Wyniki oglądalności wywiadów z twarzami kampanii niemal trzykrotnie przewyższyły założenia.

Dzięki zaangażowaniu znanych i podziwianych osób ważne informacje i przekazy edukacyjne mają szansę dotrzeć do szerokiej grupy odbiorców, by wzmocnić odpowiedzialne podejście do konsumpcji alkoholu i zainspirować do podejmowania przemyślanych decyzji w codziennym życiu – mówi Jagoda Jastrzębska.

Jak co roku, kampanii „Trzeźwo Myślę” towarzyszyły też działania edukacyjne w  placówkach medycznych grup Lux Med i Medicover na terenie całego kraju. Dedykowany spot był emitowany przez miesiąc, do 29 lipca br.

Więcej informacji o kampanii „Trzeźwo myślę” na www.carlsbergpolska.pl

Kampania „Trzeźwo myślę” i inne działania służące promocji odpowiedzialnej konsumpcji alkoholu zostały opisane w Raporcie Zrównoważonego Rozwoju za rok 2018. Raport jest dostępny na www.carlsbergpolska.pl w zakładce Zrównoważony Rozwój.



tagi: kampania, „Trzeźwo Myślę”, alkohol, Carlsberg Polska,


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