Asia Pacific Breweries (APB) has recently embarked on a first-of-its-kind campaign that aims to put the fun back into drinking whilst keeping a firm eye on safety and responsibility. Instead of leaving the advising to the authorities, APB – the ‘mother’ of the prodigal Tiger Beer – has taken up the gauntlet to lead by example. The campaign, called Drink Savvy, lays down its philosophy simply and to the point – “To drink savvy is to understand your alcohol and how it affects you. More importantly, to drink savvy is about making responsible decisions on drinking and when you should not drink.”
The highlight of the campaign thus far has been the ‘I Drink Savvy‘ media contest. Aimed at encouraging responsible consumption of beverage alcohol among consumers in the region, the contest invited participants to submit a video, an audio file, photo or illustration that conveyed the message of how they could drink responsibly. In total, the contest received 43 entries from various countries such as Mongolia (13), Singapore (9), India (6), Malaysia (5), Vietnam (5), Sri Lanka (4) and New Zealand (1).
We are proud to note that the winner is fellow Singaporean Tan Jun Hao, who bowled the judges over with a tongue-in-cheek animated love declaration from a man to his girlfriend promising to drink responsibly. Entitled ‘A Drink Savvy Oath‘, the video clip clinched him the top spot and he has been declared Savviest Drinker in the region. Whilst the animated short portrays an unhappy girlfriend ‘forcing’ a commitment to drink responsibly from the protagonist (believed to be based on a true story), the contest organisers have been quick to add that The Girlfriend (real or imagined) would be “surely a lot happier now especially when he has won a 10-day trip for two to Australia to see the best of Sydney combined with the scenic Whitsunday Islands and cosmopolitan Cairns in addition to travel vouchers”!
Jun Hao, the winner, meanwhile added, “I am glad to have participated in the competition. Me and my friends had fun thinking of concepts for the video entry and we are thrilled to have won. Drinking Savvy should be viewed as fun and easy.” He is joined by other fellow Singaporeans who clinched the third, merit and viewers’ choice awards, whilst second place went to an entry from Mongolia who earned himself an Olympus Pen E-P1 digital camera for his troubles.
Truly an interesting and worthwhile cause, APB encourages members of the public to join in the Drink Savvy cause via Facebook, Orkut and Twitter to find out the latest on responsible drinking activities and other useful tips.
A Drink Savvy Oath by Tan Jun Hao, Singapore