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Social challenges are often most effectively addressed through a multi-stakeholder and partnership approach. This applies equally to initiatives and interventions aimed at reducing alcohol abuse, with a collective effort from industry, Government, community and non-governmental institutions in Namibia.
NBL was instrumental in the establishment of the Self-Regulating Alcohol Industry Forum (SAIF) in 2007. SAIF membership is based on voluntary compliance with a code of conduct that prescribes world class standards in self-regulation for the prevention of the negative consequences of alcohol abuse. SAIF is an example where co-operation and partnerships between industry players who are competitors in the market place, achieve breakthrough results.
An O&L Group Committee ensures that an independent evaluation against the code is done on all NBL marketing and sales campaigns, advertising and promotional material. NBL also deliberately includes messaging about its purpose and values in all engagements with consumers.
With road safety being a national concern, NBL continues focusing on drinking and driving. This includes awareness, prevention and co-operation with law enforcement. Partnerships involve the Namibian police, the Motor Vehicle Accident Fund, National Road Safety Council of Namibia, the Roads Authority and other stakeholders such as the Private Sector Road Safety Forum.
NBL continued with the DRINKiQ® initiative – a concept initially developed by its former strategic partner, Diageo – as a way to provide people with information to make informed decisions about alcohol consumption. By the end of the financial year, a total of 1 251 people were trained on the programme in Namibia, with recent focus on Karasburg, Lüderitz, Keetmanshoop and Walvis Bay.
The DRINKiQ programme provides participants with information to answer questions such as
- What do we know about alcohol?
- What does a standard drink look like?
- How long does the body take to sober up, and how long before the alcohol completely leaves the body?
- What are the mental, psychological and physical risks involved when abusing alcohol?
The second year of NBL’s Stay Cool, Enjoy Responsibility campaign continued in its efforts to instil a sense of accountability among consumers, well beyond alcohol related harm. The campaign is incorporated into roadblocks, billboards, trailers and special festive season events.
Through the expansion of its brand and product offering into categories such as soft drinks and water, NBL is making sure that consumers have a choice of non-alcoholic options while remaining loyal to NBL.
