BAPRA (Bulgarian Association of Public Relations Agencies) declared Alcohol is Bad Driver the best sustainable development campaign
The Alcohol is a Bad Driver campaign won first place at the Sustainable Development Campaign Category of The Bright Awards Contest of the Bulgarian Association of Public Relations Agencies (BAPRA). The awards ceremony of the fourth edition of Bulgaria’s most prestigious public relations contest took place on April 16th in Sofia. The most successful, best-performing and innovative PR campaigns were awarded.
The socially responsible campaign Alcohol is a Bad Driver won the first position in one of the most prestigious categories for sustainable development. The prize was received by Apra Porter Novelli – the communication agency working on the overall concept and communication of the project since 2012. Winning the first place in this category is an exceptional sign of acknowledgement as since its start in 2008, the main goal of the campaign has been to contribute to the long-term, sustainable results in road safety.
The campaign focuses on responsible consumption of alcohol and its main goal is to take preventive actions and inform society about the risks related to drunk driving. The so called alcohol goggles have been a key element of the campaign in recent years. Everyone testing the goggles experiences personally, but in a safe environment, how alcohol affects the perceptions and reactions and makes it impossible for the person behind the wheel to drive.
BAPRA’s award for a sustainable campaign has been awarded to the fifth edition of Alcohol is a Bad Driver campaign. The initiative included more towns and had the largest number of participants so far – over 5000. Now the total number of participants in the five editions of the campaign is more than 20 000.
In 2012 the campaign expanded its auditorium coverage and was precisely targeting young drivers. In order for it to be more effective and to contribute to the long-term results and sustainability Kamenitza AD issued an official proposal to include alcohol goggles in the training program for beginner drivers. The realization of this idea is one of the main goals of the company for 2013.
The BAPRA Bright Award is the third won by the Alcohol is a Bad Driver campaign. At the end of last year it won a prize from the Road Safety Awards Foundation as Best Initiative by a Private Company, and a silver medal at the Business Leaders Olympics. Alcohol is a Bad Driver was rated by SABRE Awards as one of the top 5 campaigns in the EMEA Region (Europe, Middle East and Africa). The SABRE Awards are the largest recognition for successful PR campaigns and projects in the world.
The BAPRA Bright Awards Sustainable Campaign Prize reaffirms the main values of Kamenitza AD as an enterprise of Molson Coors Brewing Company – a leading global brewing conglomerate, included in the Dow Jones’ Sustainability Index and a leader in the beverages segment of the Index.