CASE STUDYSAB REGRET

NOTHING2012

South African Breweries (SAB) takes the fight against irresponsible

behavior direct to the student market.

Their CSI Initiative is the ‘REGRET NOTHING’ campaign which is against

excessive drinking and the negative actions that follow

Students wore goggles that simulated how

blurred your vision/judgment would become

when one over-indulged in alcohol

SAB created an interactive stand to showcase

the effects of excessive drinking

Students pledged their support for the campaign

through the SAB greenscreen photobooth

Students received a branded photo as their official

pledge as a reminder of their commitment

SAB then treated students to a totally

kick-ass music event with relevant

Mcee and artists:

BONANG / DJ NAVES / SPHEctacula

Students were called up on stage and

again went through simulated

activities with the ‘drunk’ goggles

Winning students walked away with relevant and cool SAB

Regret Nothing hampers, including branded Head Honcho gear

CAMPAIGN REACH80,000+

2 Campuses, 20 Promoters, 3 Experience Areas

Nominated for the COOLEST CAMPAIGN WITH A SOCIAL CONSCIENCE AWARD for the best social campaign

2012 Makoya Youth Awards

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