Activities and performance 2007
In 2007, a completely updated list of employees in sales and marketing around the world received the e-learning tool to improve the understanding of, and compliance with, the Rules for Responsible Commercial Communication. The tool itself was once more upgraded technically and the content and functionality made more relevant for our markets in Africa and Central & Eastern Europe. 34 per cent more target employees completed the online learning tool in 2007 than in 2006.
We increased our activities around responsible consumption, amongst other things, during high-profile summer festivals in Poland, Italy and Romania and have branded more commercial communication with the Enjoy Heineken Responsibly message (particularly in Ireland, the Netherlands and the USA). In addition, we relaunched the Enjoy Heineken Responsibly website for the Netherlands and the USA and a number of Central European countries. The new site is more engaging and the number of visitors has increased substantially. Alongside the global site, there are also country sites. Some countries sites have already been adapted to their national language, local visuals and relevant links, giving more information or informing visitors about our partnerships.
On 7 June 2007, Heineken became a signatory to the Charter establishing the EU Forum on Alcohol and Health. The Forum is the main instrument of the European Union to agree and implement a strategy to reduce alcohol-related harm. In this regard members of the Forum are challenged to post concrete commitments. Heineken’s commitments fall into three areas: our responsible consumption programme, our Rules on Responsible Commercial Communication and our Cool@Work programme. The commitments are published on the website of DG Consumer Protection & Health (http://www.ec.europa.eu/health/ph_determinants/life_style/alcohol/Forum/alcohol_forum_en.htm).
As a member of the Global Alcohol Producers Group we are in dialogue with the World Health Organisation in Geneva on ways to address alcohol-related harm on a global scale.
Adequate progress in the field of informing and training employees on responsible drinking was made in various operating companies. Operating companies that had already implemented or refreshed in 2006 did not necessarily have to take action, as our Alcohol Policy requires operating companies to refresh the Cool@Work programme every two years.
The existence of national CSR managers and a regional CSR manager in Africa and the Middle East led to structural and positive results in the related geographical areas. From the eleven operating companies that were lagging behind in 2006, five still had problems with the implementation of the Cool@Work programme. The main reasons for not complying with the Alcohol & Work internal regulations were related to management changes and the related hand-over procedures. Also, new acquisitions, new employees and new greenfield operations mean that the job of informing employees will be a continuous process.
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