SG: APB Singapore Launches First Digital Public Engagement Campaign Against Drunk-Driving
Asia Pacific Breweries Singapore (APB Singapore) yesterday announced details of a new project that aims at discouraging drinking and driving, and to share creative ways of getting to party without driving. The digital campaign forms part of the on-going "Don't Drive to Drink" campaign launched by the Traffic Police and the Singapore Road Safety Council on Monday. This is the first year that the annual "Don't Drive to Drink" campaign boasts a digital viral activation. At the heart of the digital activation, is a new micro-site, dontdrive2drink.sg. The micro-site aims to crowd source for creative ways to not drive to drink. Consumers are tasked to give suggestions by using the hash tag "#dontdrive2drink" on their social media pages across Facebook, Instagram and Twitter.
To drive public participation, attractive prizes are up for grabs, with APB Singapore giving away prizes based on two different categories – the Most-Liked Entry and the Most-Shared Entry. Each category will offer five S$100 taxi vouchers to help promote dontdrive2drink, and the top winner in each category will also receive the brand new Sony PlayStation®4 valued at S$639.
Shannen Fong, Head of Corporate Relations for APB Singapore, said: “We are always on the lookout for a fresh and effective approach to remind and educate consumers on responsible alcohol consumption. By seeking public involvement in this year’s anti-drink drive campaign, we aim to make the key message of ‘don’t drive to drink and you’ll never drink and drive’ stick.” APB Singapore has been a long term partner of the Traffic Police and its anti-drink drive campaigns.
Credits: Oneshift News Team
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