Within the presence of numerous journalists, executives of the alcohol firms tovima tags in addition to the management of the Ministry of Well being, the Affiliation of Alcoholic Beverage Corporations (EnEAP) offered as we speak on the Benaki Museum the brand new communication marketing campaign “RETHINK DRINK”.
On the similar time, on the similar occasion, the Ministry of Well being, ENEAP, the Communication Management Council (CEC) and the Affiliation of Greek Spirits and Spirits Producers (SEAOP) co-signed the up to date textual content of the “Pointers for accountable advertising communication of alcoholic drinks”, demonstrating , thus, the dedication of all entities for accountable communication and promoting of alcoholic drinks.
The occasion was prefaced by the Minister of Well being, Adonis Georgiadis and the Deputy Minister of Well being, Dimitris Vartzopoulos. Moreover, the President of ENEAP, Isidoros Revach and the President of SEAOP, Haris Mavrakis, addressed the occasion, whereas the Normal Director of spiritsEUROPE, Ulrich Adam, additionally greeted the occasion by way of video.
The Normal Director of SEE, Eleni Dontas and the Normal Director of ENEAP, Sofika Papanikolaou additionally participated as audio system. The occasion was coordinated by the journalist Apostolos Maggiriadis.
Advert. Georgiadis: “Reckless consumption of alcohol is a critical social downside”
Forewording the occasion, the Minister of Well being, Adonis Georgiadis, “Reckless consumption of alcohol is a critical social downside with unfavourable results on the well being, household, work and social life of people. Accountable attitudes and conduct round alcohol consumption require concerted efforts by society, authorities and well being companies.
Training and correct info is step one in direction of altering the mindset and conduct, particularly for the youth age group. With the “RETHINK DRINK” marketing campaign, we’re strengthening efforts to tell and lift consciousness in regards to the risks arising from extreme alcohol consumption. By way of these concerted efforts, we will construct a more healthy and safer society that promotes well being and wellness.”
Vartzopoulos: “We be a part of forces with the business”
Then the Deputy Minister of Well being, Dimitris Vartzopoulos, spoke, who emphasised that “the Ministry of Well being is becoming a member of forces with the business, and collectively we’re co-signing a binding framework that defines the way in which wherein alcoholic drinks are communicated and marketed within the information as effectively digital media”
For his half, the president of ENEAP, Isidoros Revach, mentioned on this regard: “The alcoholic drinks business continues to function responsibly and pioneer within the adoption of fine practices and the creation of strategic partnerships to advertise the accountable consumption and sale of alcohol.
We understand it as our responsibility to tell, educate, discourage and assist forestall its reckless consumption, selling by our actions and initiatives the accountable consumption of our merchandise”.
The content material of the marketing campaign
The marketing campaign entitled “RETHINK DRINK”, carried out by ENEAP in collaboration with the Ministry of Well being, creatively employs a contemporary, direct and ingenious strategy, in addition to using widespread “idiosyncratic” expressions related to reckless alcohol consumption.
The knowledge marketing campaign, which goals to boost consciousness among the many public, and particularly younger individuals aged 18-35, relating to the accountable perspective and conduct round alcohol consumption, will start in early summer season 2024, initially with a presence on social networks, in digital and print media, whereas it’s going to broaden sooner or later each on the stage of messages and communication channels.
Three movies had been offered on the occasion, every of which aimed to convey a special message relating to the prudent consumption of alcohol. The primary was that it is not what you drink that issues, however how a lot you drink, the second the pernicious relationship between alcohol and driving, and the third the prevention of consuming by underneath 18s.
Donta: “This specific initiative is a superb instance of self-regulation”
On the occasion, the Normal Director of the SEE, Mrs. Eleni Dontas, additionally spoke, who mentioned: “This specific initiative is a superb instance of Self-Regulation: it comes from the market and regulates the market, committing itself to companies and defending customers. The partnership with the SEE places these guidelines in a wider context, makes it potential to watch their observance, ensures management and promotes the training of execs within the sector”.
Mavrakis: “Greek producers promote the accountable consumption of our merchandise”
Lastly, the President of SEAOP, Mr. Haris Mavrakis, said: “We Greek producers stay dedicated to the widespread aim of the spirits & alcoholic drinks sector, to advertise information about alcohol and to advertise by our actions and initiatives the accountable consumption of our merchandise.
Greek alcoholic drinks are the “distillation” of the style and tradition of our nation. That is another reason why it’s essential for us that grownup audiences get pleasure from them in a top quality and accountable method. We additionally welcome the initiative of this marketing campaign, which we imagine will assist foster a tradition of accountable consumption among the many client public.”
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