Title	WHEN YOU DRIVE NEVER DRINK
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	A01. Fast Moving Consumer Goods
Entrant	EDELMAN London, UNITED KINGDOM
Idea Creation	EDELMAN London, UNITED KINGDOM
PR	EDELMAN London, UNITED KINGDOM
Production	ELECTRIC ROBIN London, UNITED KINGDOM

Name	Company	Position
David Pugh	HEINEKEN	Global Consumer Brand PR Manager
Stefan Ronge	Edelman UK	Chief Creative Officer
Jay Gallagher	Edelman UK	Executive Director Planning, EMEA
Julia George	Edelman UK	Senior Director
Lucy Godding	Edelman UK	Associate Director
Hannah Nottage	Edelman UK	Senior Account Manager
Joanna Berkowitz	Edelman UK	Account Manager
Sonia De Mello	Edelman UK	Account Executive
Jamie Cordwell	Edelman UK	Creative Director
Dr Helena Rubinstein	Innovia Technology	Head of Behavioural Science
Dr Fiona McMaster	Innovia Technology	Behavioural Scientist
Dr Emma Bertenshaw	Innovia Technology	Behavioural Scientist
Dr Shreyas Mukund	Innovia Technology	Consultant

Why is this work relevant for PR?

The When You Drive, Never Drink campaign is earned centric, developed with original thinking using research insights to drive cultural change. Heineken® wanted to tangibly reduce drink driving on a global scale and prove it, so we conducted global research that looked into the triggers that cause people to drink and drive in order to inform our strategy and execution. By partnering with behaviour-change experts at Innovia Technology, we created a social experiment that used social proof and nudge theory to creatively communicate an anti-drink driving message and promote Heineken®’s commitment to the cause.

Background

Drink driving is a societal issue that has been addressed by government bodies and brands, historically highlighting the harsh reality people can face as a result of their actions. With numerous initiatives that use scare tactics, Heineken® identified a blank space to encourage people through positive behaviour. In 2016, Heineken® launched When You Drive, Never Drink as a responsible-consumption platform for the F1 sponsorship. The brewer partnered with F1 legend Sir Jackie Stewart to create a TV commercial that creatively communicated the anti-drink driving message. To continue conveying a strong responsible-consumption message, Heineken® set out tangibly reduce drink-driving on a global scale. To have an impact, Heineken® needed to understand the deep-rooted causes of drink-driving behaviour and use this knowledge to create real change. The ambition was to create a programme that served as proof-of-concept for the brand’s local markets to implement and reduce drink driving globally.

Describe the creative idea (20% of vote)

To understand behaviours and habits of the campaign’s audience, drivers, Heineken® completed global research in 10 markets amongst 10,000 drivers. Heineken® discovered that 79% of people have good intentions before a night out, yet these fail as the evening unfolds, and 77% find at least one situation where it’s acceptable to drink and drive. Other social pressures take over at the point of decision-making: • 49% of drink drivers get caught up in having fun • 27% of drink drivers say they sometimes choose to forget they are driving when they're having a good time • 1 in 4 drink drivers find it acceptable to drink drive after succumbing to social pressures Based on the insight that behaviour change starts in the place of decision making, Heineken® designed a behavioural-change programme to support consumers at the precise moment of relevance, thereby impacting behaviour in real terms rather than conceptual messaging.

Describe the PR strategy (30% of vote)

With the knowledge that drivers give in to social pressures at the bar, Heineken® created a behavioural-change programme to change the psychology of drink-drivers from the moment they enter the bar. Partnering with behaviour-change experts, Innovia Technology, we redesigned the existing bar environment with 20 interventions, reminders and prompts, to encourage people to stay alcohol-free when driving. 'Nudges' were created using the research insights to ensure cultural relevance and inclusion of a behavioural-change technique. These were tested in a two-week pilot study in bars in UK drink-driving hotspots: • Signage encouraging drivers to stay alcohol-free • Making alcohol-free drinks prominent; communicating and increasing availability of alcohol-free offers, and driver’s menus • Rewarding positive behaviour through driver incentives and bar staff support, such as free nachos when signing a commitment card • Prompting people to make the right decision; reminders throughout the car park and bar through signage and POS material

Describe the PR execution (20% of vote)

The pilot programme provided the foundation to deliver a through-the-line narrative that demonstrated tangible results to a global stakeholder audience, Including a new hero film 'No Compromises' featuring F1 World Champion Nico Rosberg and a digital 'Designated Driver's Pledge' to help people publicly commit to staying alcohol-free when driving. This was the first-of-its-kind programme pioneered by an alcohol brand - not only did It raise awareness about the global phenomenon that is drink-driving but provided tangible tools to real people at key decision-making moments. From the initial launch of the TVC in 2016, to conducting global research in 2017 and implementing the pilot programme in 2018, the behaviour-change programme was a creative and original response that can be adapted with local market nuances, to address an age-old problem. Subsequently, Brazil, New Zealand and Russia have since successfully implemented the programme locally.

List the results (30% of vote)

Heineken®’s anti drink-driving message, communicated in a positive manner, reached everywhere from concept through design, creating real-world impact and huge up-take. The UK's success resulted in proof-of-concept for markets to roll out. • Prominent "nudges' deliver drink-driving reduction - Bars with the highest level of support for the pilot saw drink-driving reduction behaviour of up to 50% • Peer support matters - 80% of people said the programme would encourage them to support their friends not to drink alcohol if driving • Public commitment is an impactful tool to promote drink-driving behaviour change - 60% of people said the pilot made them think about changing their behaviour • Prominence of alcohol-free options had a positive impact - 14% more customers said it was easier to access alcohol-free beers from control week to test week Markets around the world have successfully implemented the programme and are evaluating rolling out on scale. • Brazil - 25% reduction in drink-driving • New Zealand - 7% reduction in drink-driving • The UK, Brazil and New Zealand are planning the next chapter, rolling out on scale • Additional markets to follow: The Netherlands, Nigeria, Mexico, South Africa Leveraging the campaign's ambassadors and F1 sponsorship, we launched the research results at the Canadian GP in June 2018: • +700M potential reach • +479 articles • +90.6K engagements • +2.6K mentions • Heineken® earned second largest share-of-voice by mention and engagement • 1.1M film views across Heineken® channels • Coverage across 22 markets