SAFE CALL Program Helps Keep Drunk Drivers Off America's Roads
23 December 1999
Heineken's SAFE CALL-TM- Program Helps Keep Drunk Drivers Off America's Roads this Holiday Season
WHITE PLAINS, N.Y.--Dec. 22, 1999--Program Rolls Out Across U.S.
It's the holidays and many people will be celebrating at local bars and restaurants. But this holiday season when revelers have had "a little too much" and shouldn't be driving, Heineken USA's new responsible consumption program - SAFE CALL(TM) - will help them get home safely. The new Heineken program provides bar and restaurant staff in cities across the U.S. with pre-paid phone cards to be used to call a taxi or car service for customers who they believe shouldn't be driving.
Heineken's SAFE CALL(TM) program represents the first time that a major beer brand has provided free phone cards to consumers as part of a responsible alcohol consumption program. People who use the Heineken SAFE CALL(TM) card will hear a special message thanking them for doing the "responsible thing" - for not getting behind the wheel of a car when they've had too much to drink. Part of the brand's "Enjoy Heineken Responsibly" initiative, SAFE CALL(TM) seeks to reinforce the importance of responsible alcohol consumption, personal accountability and safety.
"What we think is so unique about this initiative is that it makes an impact at that crucial moment of decision - when someone may be preparing to leave a drinking establishment," says Dan Tearno, Vice President of Corporate Affairs for White Plains, NY-based Heineken USA. "This program also stresses personal responsibility - by really empowering people to make the right decision, the safe decision."
As part of the national rollout of the program, establishments across the country have also been provided with special SAFE CALL(TM) point-of-sale (P.O.S.) materials with space for the telephone numbers of local cab and car services. Participating establishments have been encouraged to place SAFE CALL(TM) P.O.S. materials by pay phones. Additional materials such as table tents and door stickers are also available. Heineken distributors also publicize the program with SAFE CALL(TM) stickers on their route trucks.
In addition to distributing program materials to bars and restaurants, Heineken also plans to make SAFE CALL(TM) phone cards available at major events sponsored by the company.
Heineken USA, Inc., the nation's largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world's second-largest brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Special Dark; Amstel Light, the largest-selling imported light beer brand; Murphy's Irish Stout; Murphy's Irish Amber; and Buckler non-alcoholic brew.
