Ross Sheil, Staff Reporter

Red Stripe has launched a 'responsible drinking' campaign, in anticipation of excess alcohol consumption during Cricket World Cup 2007.

The 'Think responsibly, drink responsibly' campaign is chiefly targeting drunk driving and follows an increase in road fatalities from 326 in 2005 to 355 last year, with drunkenness known to be a major cause of the crashes.

Speaking at the launch on Thursday at the Asylum nightclub in New Kingston, vice-chairman of the National Road Safety Council, Dr. Lucien Jones, commended Red Stripe, saying this was the first alcohol company to partner with the organisation.

"We have had a steady decline in fatalities since 1993 so with this preliminary data it shows that we are going in the wrong direction compared to where we were before, so any move to reverse this trend is welcomed," said Dr. Jones, whose organisation has its own 'Think First' campaign targeting underage drinking.

Shouting messages

During the launch, on Knutsford Boulevard, the 'Red Stripe Girls' stood behind 'Think responsibly, drink responsibly' banners, shouting campaign messages while an ambulance stood by - seemingly in case any driver became too distracted.

The purpose, said Marketing Director Wayne Lawrence, was to slow the traffic - and at least some male drivers did - while the ambulance was simply part of the company's standard event safety procedures.

Responding to questions regarding the company's motives, Red Stripe is claiming that it wants to encourage moderation in the interest of public safety, even if that means reduced sales volumes.

Cynics suggest, however, that many patrons at the Red Stripe Mound at Sabina Park (relocated elsewhere during the tournament), who are provided with unlimited all-inclusive alcohol, are unlikely to comply with the company's recommended limit of two to 2.5 alcoholic drinks (for men) during the course of a Cricket World Cup match. The company also stressed that its slogan 'Live Red' refers to enjoying life, not the Jamaican vernacular for getting drunk.

Educate about risks

Mr. Lawrence said that the promotion of responsible drinking was important to parent company, Diageo, which has strict advertising and promotion guidelines, including prohibitions against exposure of underage drinkers.

"We started a similar campaign with Smirnoff Ice, but it has got to the point where the message does not have enough meaning, so we are starting again to bring back the meaning of 'do not drink and drive', which is the theme for the campaign," he explained.

He acknowledged that, while it was commercially important that the Red Stripe brand and alcohol remain an accepted standard within society, the company also had a social responsibility to educate the public about the risks associated with excessive consumption.

Consuming 10 per cent of the company's advertising and promotions budget, the campaign will also be prominent during the summer and Christmas party seasons, when increased alcohol consumption is expected.

ross.sheil@gleanerjm.com.