FOR IMMEDIATE RELEASE
WITH PICTURES
DECEMBER 27, 2023
LCC JUNIOR COUNCIL JOIN ZB IN CHAMPIONING SMART DRINKING CAMPAIGN
LUSAKA, ZAMBIA – Zambian Breweries has partnered with the Lusaka City Council’s Public Health department and the Lusaka City Council’s Junior Council ahead of the festive season to launch the Cheers 2 Tomorrow campaign – a community-focused initiative aimed at promoting responsibility in alcohol consumption, particularly among young adults and legal drinking-age individuals.
The initial phase of the campaign involved engaging with Matero and Chunga Secondary Schools, fostering peer-to-peer interactions that emphasised responsible choices. These school engagements marked the campaign’s debut, underscoring its commitment to promoting positive behaviours and discouraging detrimental choices among youth.
The campaign, characterised by roadshows and market activations, has since been rolled out in Kanyama and Chibolya, signalling a broader effort to spread the same crucial message of responsibility in alcohol consumption. This strategic expansion aims to reach a wider audience, especially young adults and legal drinking-age individuals, echoing the junior council’s core aim of advocating for positive interactions, discouraging detrimental choices among youth, and promoting youth education and leadership participation in society and governance.
Alcohol consumption is a prevalent social activity, but the Cheers 2 Tomorrow Campaign acknowledges the health and social risks associated with its abuse. Irresponsible drinking can lead to adverse health effects, impaired decision-making, accidents, and an increased risk of addiction.
Zambian Breweries’ overarching Smart Drinking initiative is dedicated to reshaping social norms, consumer behaviour, and business practices to contribute to the reduction of harmful alcohol use. The Cheers to Tomorrow campaign promotes “SMART” drinking; emphasising Setting limits, Moderation, Alternatives, Responsibility, and Tomorrow.
Zambian Breweries’ Better World Manager Bridget Bwembya Banda said: “Zambian Breweries and the Lusaka City Council have a Memorandum of Understanding in place to promote Smart Drinking in our communities. The collaboration signifies a commitment to corporate responsibility and community well-being. One of our values as a company states that ‘we thrive when our communities thrive’, and so one way we are working to make this a reality is through working with stakeholders such as the LCC, the LCC Junior Council, and in alignment with government’s National Alcohol policy implementation efforts.”
Nyambe Bulumba, LCC Assistant Public Relations Manager, said: “We are glad that Zambian Breweries is following the regulations because we have noted that their batches of beer clearly indicate that it is not for sale to people under the age of 18, which is a guide to bar owners.”
The partnership actively supports the Junior Council, a dynamic group of young podcasters instrumental in driving the Cheers 2 Tomorrow campaign. The group will be doing door-to-door campaigns and roadshows around Lusaka over the coming weeks to get the message across to as many people as possible.
“Young people should be the ones to appeal to their peers on how irresponsible alcohol consumption and drug abuse at this age, or any age, is not good for one’s health. When we empower them with the necessary information and knowledge on the subject matter, we are empowering and entrusting them with the ability and responsibility to make wise choices for their future,” said Mr Bulumba.
Junior Councillor Innocent Sikwibele from Mwembeshi ward expressed his thanks for the support from the two organisations saying: “It is great that Zambian Breweries and the Lusaka City Council are willing to work with us as a Junior Council on this. The youth and children tend to be the ones most affected by negative vices around alcohol abuse and substance abuse. It is only right to be in the front line and urge people to drink responsibly and remember that tomorrow is another day.”
Bridget Bwembya Banda added, “There is a lot of alcohol abuse in our communities, especially illicit alcohol. Through the “Cheers 2 Tomorrow” Campaign, Zambian Breweries and the Lusaka City Council celebrate the idea of living for another day, encouraging individuals to enjoy responsibly today and always remember that tomorrow is another day.”
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About AB InBev in Zambia
Zambian Breweries Plc is part of Anheuser-Busch InBev (AB InBev), the largest brewer in the world, with more than 500 beer brands and some 200,000 employees in over 50 countries. It is also one of the world’s largest bottlers of soft drinks.
Zambian Breweries was established in Zambia in 1968 and its product range has grown to include clear beers such as Mosi Premium Lager, Mosi Light, Castle, Carling Black Label, Eagle, Stella Artois, and Budweiser.
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