Russians urged to drive sober

The Civic Chamber of the Russian Federation has launched the social project "Responsibility", aimed at shaping Russians' commitment to a healthy lifestyle and improving road safety. This was reported in the press service of the Drinks Together company that initiated the project (AB InBev Efes JSC).

Among the key areas of the project is the "Your measure is 0 ppm" campaign, aimed at ensuring road safety and reducing the number of accidents caused by drunk drivers. The campaign provides for the development of training modules for driving schools, conducting regional activities for drivers, and organizing expert round tables in 11 regions of the country. A series of themed murals along federal highways is also planned.

Drinks Together noted that the project has become an important example of public-private cooperation in the field of national health.

"Modern Russian business is a socially responsible business. In partnership with government institutions, we are able not only to support, but also to jointly shape and implement an agenda that meets the country's priorities. "Responsibility" is the largest social initiative in the field of public—private partnership aimed at promoting a culture of responsible consumption, within the framework of which we will reach more than 100 million people. Direction of the initiative "Your measure is 0 ppm“ fully complies with national goals and policies in the field of road safety and will be implemented in 11 home regions of the company. We are open to further cooperation with other regions of the Russian Federation and public organizations, and we are ready to share our expertise with other market participants. Our goal is not just to make a large—scale project, but to become a catalyst for real changes in society, creating a sustainable social norm," said Stanislav Kaplan, Executive Director of Beverages Together (AB InBev Efes JSC).

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