EABL Red Card Campaign

EABL Red Card Campaign: Responsible Drinking Initiative

Behavior Change & Public Relations Success

UGX 85M

PR Value Generated

360

Police Officers Trained

Kampala

Target Area

The Challenge

East African Breweries Limited (EABL) needed to address the serious issue of drunk driving in Kampala, Uganda. They required a comprehensive campaign that would not only raise awareness but actually change behavior while positioning the company as a responsible corporate citizen.

Our Strategy

We developed a multi-faceted behavior change campaign that combined:

Law Enforcement Partnerships: Collaborating with traffic police to create sustainable impact
Public Education: Developing compelling messaging that resonated with target audiences
Media Relations: Strategic media engagement to maximize campaign visibility
On-Premise Activations: Direct engagement in bars and entertainment venues

Implementation

Our campaign included:

Training & Empowerment

360 police officers trained on responsible drinking protocols
Equipped officers with breathalyzers and educational materials
Created standardized enforcement procedures
Developed police-public engagement guidelines

Public Communications

Strategic media partnerships
Targeted messaging in entertainment venues
Social media campaign
Celebrity ambassadors program

Results Delivered

Media Coverage

Generated UGX 85 million in positive media coverage across TV, radio, print, and digital platforms.

Behavior Change

Contributed to measurable reduction in drink-driving incidents in target areas of Kampala.

Brand Positioning

Significantly enhanced EABL's reputation as a responsible corporate citizen committed to consumer welfare.

Institutional Partnership

Established a long-term collaborative framework between EABL and law enforcement agencies.

"Motion Media's approach to our responsible drinking campaign was exceptional. They seamlessly integrated public education, law enforcement training, and media relations to create a campaign with real impact. The public relations value generated exceeded our expectations, and most importantly, we've seen real behavior change."
- EABL Corporate Affairs Manager

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Project Information

Client: East African Breweries Limited
Category: FMCG / Beverage
Location: Kampala, Uganda
Duration: 12 Months
Target: Urban Adults 21-45
Key Services: Public Relations, Behavior Change Communication, Training