In a world that offers great enjoyment and pleasure, responsible actions are required to make sure they would not conflict with personal and public safety.
Diageo, one of the largest alcohol beverages companies, has decided to stand at the frontline, campaigning the need for responsible drinkers in Indonesia through the #SamaSamaRayakan (#CelebrateTogether) campaign.
Part of Diageo’s global 10-year action plan, called Society 2030: Spirit of Progress, #SamaSamaRayakan was tailored in line with the United Nations’ 2030 Sustainable Development Goals (SDGs).
Diageo Indonesia’s corporate relations director, Dendy A. Borman, said that through the action plan, the company aimed to promote responsible drinking behavior.
“We are promoting responsible [alcohol] consumption. We are campaigning against the dangers of excessive drinking,” he said. Diageo believes that people of legal drinking age — which is 21 in Indonesia — can choose to consume alcoholic beverages, and this translates into responsible drinking behavior. This movement should be consistently campaigned until it manifests into real changes in society, the company added.
Dendy said the #SamaSamaRayakan campaign would optimize social media platforms to respond to the increasing need of digital information consumption.
“We are producing a digital video series, organizing virtual gatherings with experts and building intensive dialogues with audiences on platforms like Instagram,” he said.
To fulfil its Global Society 2030 ambitions, Diageo Indonesia has been aiming to contribute to educational efforts that promote responsible alcohol consumption and involve 600,000 people nationwide.
One of Diageo’s efforts to promote responsible drinking behavior is by providing a quiz platform called DRINKIQ , which has been tailored to provide thorough information on alcohol, such as what kind of effects alcohol has on the human body and various types of alcoholic beverages.
This quiz platform is also embedded in the marketplace, particularly for consumers that are purchasing Diageo products from the Happy Hour official store. This educational platform is available in every description of products at Happy Hour, ensuring responsible drinking and consumption in all channels.
In addition to responsible drinking, Diageo also addresses the problem of illegal alcohol. The consumption of illegal alcoholic beverages has taken a serious toll, killing 840 people from 2008 to 2018 nationwide, according to the Center for Indonesian Policy Studies (CIPS). The World Health Organization also states that illegal alcoholic beverages made up 80 percent of the total national alcohol consumption.
Usually, illegal alcoholic beverages use ingredients that should not be consumed by humans, like hair shampoo and kerosene, and are often consumed solely based on lack of knowledge. They are mainly sold by stores that can go undetected and evade police monitoring.
The DRINKIQ application could also be used as a main reference for users to decide what kind of alcoholic beverages they want to consume or not to drink alcohol in any form at all.
“We have the Indonesian language version for the DRINKIQ platform. So far, 10.000 people have taken this quiz from 2018 to mid-2021. We are targeting 200,000 people by the end of 2030,” Dendy said.
Taking the DRINKIQ Quiz can be a fun yet insightful experience. First, a background check greets users to gauge how familiar they are with alcoholic beverages.
Many people think they know a lot when it comes to alcohol just because they consume it regularly. But in actuality, most have very little knowledge. For example, before consuming alcohol, you need to make some preparations. First, you should eat a proper meal and drink water so these can help absorb the alcohol and prevent you from being overwhelmed by the affects too soon.
Knowing your own limit has always been the name of the game. Thus, self-control should be maintained when drinking alcohol. For those who want to take the DRINKIQ Quiz, it is available at ‘DrinkIQ Link’.
In different platform, #SamaSamaRayakan has also provided similar insights and advice for those who drink alcohol. The #SamaSamaRayakan campaign on social media platforms would also provide both light entertainment and information regarding alcohol from a drinker’s point of view. The cards have been designed to draw attention and make you think.
For example, one of the cards says that half a glass of pint lager beer contains 125 calories; the same as a glass of 175 millimeters of wine. While another card encourages a drinker to always know their limit.
Responding to this, the founder of the Beergembira movement, who is also a DJ, Indra7 appreciated Diageo’s #SamaSamaRayakan campaign, saying that it had injected new blood to the responsible drinking movement.
“We have been doing this for a while and surely welcome the solid contribution of Diageo, which has strong influence that comes with the same ideals: campaigning the need for responsible drinking behavior. This will solidify the whole campaign,” he said.
Diageo also expects this campaign to promote the inclusiveness and diversity of the Indonesian people, encouraging adults as responsible drinkers to be able to celebrate all the good things in life by respecting each other.
‘We believe that right now, many people have got the message. Thus, we hope that by becoming a responsible drinker, one could also inspire other drinkers to follow their living examples,” Dendy said.
As the country’s leading premium alcohol beverage producer, Diageo has a lineup of distinguished brands, like Smirnoff vodka and Captain Morgan rum from its Bali factory, thus adding to its existing premium collections like Guinness and Johnnie Walker.
The company’s sole ambition is to be the best-performing, most trusted and respected consumer product company in the world. Playing positive roles in society has also been at the top of Diageo’s list. Therefore, the company has been tirelessly working with relevant stakeholders to prevent illegal alcohol beverage consumption.
