Deeeeezemba has arrived! And boy are we just as glad as you are. But as we roll into the 12th and final month of the year, we are reminded of all the sacrifices, opportunities, and successes this year has brought but also that there is another year that is just about to peak up in the distance.
December is a time where we head home, celebrate, eat, drink and make memories with friends and family. It’s also a time of year where South Africa sees a rise in deaths related to drinking and driving. The African region has the highest estimated road traffic fatality rate at 26.6 per 100,000 population.
As one of the biggest breweries in South Africa, we wanted to remind our fellow beer drinkers that driving over the limit is never the answer and is unforgiveable.
DON'T BE DUMB, DON'T DRINK AND DRIVE.
Reminding people to be safe on the roads over the holiday period is a message that is 'over heard' and oversaturated in a country where the main mode of transport is motor vehicles. To encourage people to not drink and drive, we thought we should show them just how dumb it is. But how?
There are scenarios people find themselves in each day, but they don't proceed to actually participate in these because they realise that these situations are just plain dumb and have the potential to have almost instant negative ramifications. So, why doesn't drinking and driving invoke the same reaction and response? Drinking and driving could be one of the dumbest things anyone could do, yet an eyelid isn’t even battered when it comes to doing it.
So, we decided to take a few odd, dumb things people could do but wouldn't, and relay the message of, 'This is dumb, but do you know what’s dumber? Drinking and driving.'
We hope we can remind the population of South Africa that driving whilst over the limit is a thought that shouldn’t even cross their mind - it’s dumb. We want South Africa population to see the fatal effects of it and avoid being a victim.
So, don’t be dumb. Not just this festive season but every day. Be responsible, be smart and drink smart!