Heineken Ethiopia launched its “Drink Responsibly – Don’t Drink and Drive” campaign in collaboration with Addis Meter Taxi. The initiative aims to raise awareness around road safety and the dangers of drunk driving.
As part of the campaign, 50 taxis across Addis Ababa and nearby cities now display powerful messages about responsible alcohol consumption. These taxis, acting as mobile billboards, are seen by more than 2 million people daily helping spread the message to drivers and passengers alike.
The launch event brought together representatives from Addis Ababa Traffic Management, the Traffic Police, Police Administration, Heineken Ethiopia’s Social Impact Ambassadors, and participating taxi drivers. All attendees shared a common goal: promoting safer roads through collective action.
The campaign is one part of Heineken Ethiopia’s broader commitment to social responsibility. The company is also addressing underage drinking through its “No for Underage Drinking” campaign, which has already reached students across 11 universities nationwide. Through initiatives like these, Heineken Ethiopia reinforces its belief that responsible choices protect lives and communities.