Uganda Breweries Limited (UBL) under its Red Card initiative last night launched a positive drinking campaign aimed at encouraging responsible alcohol consumption through sharing tips on controlled drinking and highlighting the benefits of responsible drinking.
Dubbed “Be Your Own Ref,” the campaign urges an alcohol consumer to take responsibility for their actions by exercising self-control and self-discipline while consuming alcohol.
Speaking during the launch of the campaign, Uganda Breweries Managing Director Alvin Mbugua said, “Enjoying alcohol is part of life in many societies around the world. It is a part of how people socialize, whether they are celebrating life’s big achievements, catching up with friends or enjoying a football game.
“However just like other products, when misused, alcohol can lead to individual and social harm.”
“At UBL we would like to see consumers of our products make responsible drinking a valued and enjoyable part of life. The positive drinking campaign informs and empowers people to enjoy our products in a moderate and responsible way,” Mbugua said.
He added that under “Be Your Own Ref,” UBL will focus on three major issues which are reminding and motivating alcohol consumers to be their own referees by exercising control and enforce personal rules while drinking ; enforce a no drinking policy for under age persons and prevent drunk driving.
“We want people who choose to drink, to make positive and responsible choices about alcohol. Drink on moderation, pace yourself while drinking alcohol by taking water breaks, do not drive under influence of alcohol, this is what positive drinking means,” Mbugua said.
To spearhead the campaign, UBL has appointed Comic Patrick Salvado who joins award winning musician Vinka, Media personality Deedan Muyira and UBC’s Calvin the entertainer as Ambassadors for the campaign.
UBL will for the next 7 months be interacting with consumers online, in bars, alcohol selling outlets and higher institutions of learning to encourage positive drinking.
A total of 50 bars and 4 higher institutions of learning will be covered under this campaign.