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  1. 2020

Edelman

Heineken - When You Drive, Never Drink

Category:Most Effective Use Of Data Or Insights

Client:Heineken

When You Drive, Never Drink is Heineken®’s commitment to encourage responsible drinking and in 2018 set out to tangibly reduce drink driving globally. Using research insights that looked into the triggers that cause people to drink and drive, Heineken® created a behavioural-change programme to change the psychology of drink drivers from the moment they enter the bar, reducing this behaviour by up to 50% in the most highly engaged bars.