Kenya Breweries Limited has unveiled a virtual community movement to help reduce drunken driving-related road carnage.
Aptly dubbed, “#Party Central Kenya”,
the first-of-a-kind digital campaign aims to show young revelers on
partying responsibly while cultivating a culture of responsible living.
A step-up in KBL’s long-lasting commitment to promoting alcohol beverage responsibility, #Party Central leverages
the power of the digital media where the influential youth cohort plays
in by calling them to move from the famous “Don’t Drink and Drive”
mentality to actual cab-hailing, aptly christened “#VutiaTaxi.”
Ingeniously
roping in ride-hailing apps, celebrated Deejay’s, influencers,
entertainment joints, entertainment providers and Kenyan celebrities,
the campaign is geared at instilling an attitude of change, towards
responsible drinking.
The *one-year long themed campaign, laden with music, fashion, food, movies content will speak to the party-conscious youth and ultimately help reduce drunk driving by offering up to *50 rides home on weekends and holidays in partnership with Uber.
According
to Maryann Nderu, Sustainability Manager, Sustainable Development at
Kenya Breweries Limited the digital conclave seeks to give young
revelers the only option there is to after a night of partying and
drinking.
“KBL
is passionate about its consumers. We realized that we needed a
Responsible Drinking platform that speaks the Kenyan Millennials’
language. Party Central Kenya was therefore developed for the
purposes of teaching them, in a fun and interesting way, how to enjoy a
great party responsibly.” says Maryann Nderu.
KBL’s
sees the growth of social media, for this youth demographic, and its
interoperability with devices such as mobile phones, digital camera and
video applications as a colossal opportunity for useful conversations.
Coupled
with the millenials boundary-pushing tech savvy, eagerness on new
experiences which has spurred their interaction with social media, the
value of responsible drinking amongst young revelers.
“The
response has been fantastic so far, with close to 80,000 followers in
our Facebook, Twitter and Instagram pages,” says Ms. Maryann.
Research
shows up to 81 per cent of millenials in Kenya are on Facebook, with an
average of 250 friends with more than 700,000 and 420,000 actively
using Twitter and Instagram, respectively. They also check their mobile
devices 43 times a day, on average.
The
correlation of the youth cohort average spend in the alcoholic beverage
market and the resultant growth, Sh.40Tr ($400 billion) consumption
growth in the next decade according to a Nielsen Survey (2015) has
created an urgent basic for industry players to manage the associated
risk of the drunk driving and beverage abuse menace.
“With
this age-group an important cog in the socio-economic renaissance of
sub-Saharan Africa, the benefits of promoting values of consumer
responsibility are unquantifiable,” says Maryann.
Topical for alcoholic beverage companies is the road carnage statistics partly attributable to irresponsible drinking. Authoritative
data from National Transport and Safety Authority (NTSA) points to
drink-driving, alongside speeding and dangerous overtaking as among the
chief reasons for road accidents for this productive segment.
Latest
NTSA figures on road carnage and related incapacitations paint a
macabre picture, with an economic and social cost of Sh300 billion or
5.6 per cent of the country’s Gross Domestic Product.
“This
is good enough a reason to ante-up efforts to salvage the situation. At
Kenya Breweries Limited, there is perpetual innovation on our channels
of engagement with key stakeholders and the digital sphere becomes
vital,” adds Maryann.
The
campaign complements KBL’s online knowledge based DRINKiQ programme
that is tailored to ensure that revelers are easily able to acquire
information on responsible drinking so as to make informed decisions.
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