September 2007

2

Why launch an inter-professional campaign?Why launch an inter-professional campaign?

Context: Recurring questions over the validity of the moderation concept (court summons and declarations by public health organisations)

Certain prominent individuals and organisations are proposing that the quantity of alcohol, the number of units and even the WHO limits are displayed on the packaging

Inter-professional consensus that the concept of moderation, objectivised by the WHO guidelines, has a strategic value

Objectives: To define and objectivise the concept of moderation

To provide consumption guidelines, which the general public are currently unaware of

Approach: Creation of a graphic concept outlining the WHO limits 

Integration into alcohol advertisements

Additional coverage through an Internet site 

Launch of a visible communication campaign

An inter-professional approach… validated by the public authorities

3

The WHO’s low-risk limitsThe WHO’s low-risk limits

On the basis of work carried out by a WHO committee of experts, which drew attention (in 1980) to the fact that the risks linked to the consumption of alcoholic drinks increase once certain limits have been exceeded, the public health authorities now recommend that the following limits are respected:

2 units of alcohol per day for women

3 units of alcohol per day for men

4 units of alcohol for occasional consumption

0 units of alcohol at least one day per week, and in high-risk situations (pregnancy, prior to the legal age limit, driving a vehicle, usage of dangerous machines, etc.)

NB: one unit of alcohol is equivalent to 10g of alcohol

4

The campaignThe campaign

The launch of an Internet site: www.2340.fr

Information on alcohol limits and units, the consequences of excessive consumption and high-risk situations

A calculator that evaluates the number of units of alcohol consumed

5

The campaign (contd.)The campaign (contd.)

A specific advertising campaign

Explanation of the limits

Allocation of the initiative

Media plan (an investment of approximately €700,000): From July to September: in the general public magazine press (Choc, Public,

L’Équipe, etc.) In September: several publications in the national dailies, targeted institutional

press (Le Figaro, Le Monde, etc.) and regional dailies

6

The campaign (contd.)The campaign (contd.)

Additional relays on the Internet

Referencing strategy

Banners (incorporating links) on the brand sites and institutional sites

7

The partnersThe partners

Entreprise & Prévention

Fédération Française des Spiritueux (FFS - French Spirits Federation)

Brasseurs de France (French Professional Brewers' Association)

Fédération Française des Vins d'Apéritif (FFVA – French Aperitif Wine

producers’ Federation)

Bureau National Interprofessionnel du Cognac (BNIC - Cognac

Inter-professional National Bureau)

Interprofession des Appellations Cidricoles (IDAC - French

Association of cider producers)

8

Initial press reactionsInitial press reactions

9

The French Presidency, Sustainable development consultant: “This initiative is very useful for the prevention of alcohol-related problems, especially with young people, and I am especially grateful for your involvement in this area”

Ministry of Ecology, Sustainable Development and Planning: “I am delighted by the contribution made by numerous players in the community and professional world: mass involvement is essential if we are to reduce the number of road accident victims on an ongoing basis”

The CNGOF (French national college of gynaecologists and obstetricians): “We have carefully examined your proposals and find your campaign to be excellent. The idea to memorise 2340 is perfect.”

BVP (association of professionals for responsible advertising – French SRO): “We wish you great success in your project, which reflects your concern for self-discipline in the advertising sector”

The UMIH (The Association of Hotel Trades): “The UMIH can only encourage and congratulate you on your positively aggressive advertising campaign”

The reactions of institutions and professionalsThe reactions of institutions and professionals