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CASE STUDYSAB REGRET
NOTHING2012
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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
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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
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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
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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
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Winning students walked away with relevant and cool SAB
Regret Nothing hampers, including branded Head Honcho gear
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CAMPAIGN REACH80,000+
2 Campuses, 20 Promoters, 3 Experience Areas
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Nominated for the COOLEST CAMPAIGN WITH A SOCIAL CONSCIENCE AWARD for the best social campaign
2012 Makoya Youth Awards