Kompania Piwowarska’s "I’m about to be a DAD! – I don’t drink along with her" social campaign recognized at ECU Sustainability Awards

Kompania Piwowarska has joined forces with the “Dom w Łodzi” Foundation for the
fourth time to run the FASOFF social campaign, building awareness around Fetal
Alcohol Syndrome (FAS). This time the slogan was: “I’m about to be a DAD! – I don’t drink along with her”. The campaign received the ECU Sustainability Award presented at the European Circular Retail Congress, part of the Poland & CEE Retail Summit 2024.

“Creating Meaningful Connections” is the overarching purpose of Kompania Piwowarska’s strategic initiatives, and one of its most important areas is serving up a positive and inclusive experience for people and society. The company supports achieving impactful social goals by collaborating with organizations that share the same values.

For the fourth time, Kompania Piwowarska supported the FASOFF campaign initiated by the "Dom w Łodzi" Foundation. The slogan for the 2023 edition of the campaign was "I’m about to be a DAD! I don’t drink along with her", with the aim of encouraging future parents to abstain from drinking during pregnancy.

The glass symbolizing a woman's commitment to abstinence, was now accompanied with another one – belonging to the father. This is how the #FASOFF team was created. The second flipped glass represented the importance of fathers' involvement during pregnancy. As a result of the executed activities, the campaign message reached 7.5 million people, including through 216 publications. Last year, during the Euro 2024 qualifiers, men were activated as the main target audience, using the symbol of football and teamwork. Family is like a team, so cooperation and playing towards the same goal are crucial.

– We are really pleased with the award, however, what is most important to us is building broad awareness of FAS. Pregnant and breastfeeding women should absolutely refrain from consuming alcohol, and we also encourage their closest people and partners to do the same. We are committed to ensuring that every child in Poland is born healthy, free from the effects of drinking during pregnancy, which is why we support organizations driven by the same goal – comments Iwona Jacaszek-Pruś, Corporate Affairs Director at Kompania Piwowarska.

The campaign's video spot was broadcast free of charge on TVP. The #FASOFF hashtag helped engage the society and build a strong team so that everyone could support women in their immediate surroundings who are expecting a child.

The ECU Sustainability Awards aim to recognize efforts towards sustainable development in the retail sector. The "I’m about to be a DAD! I don’t drink along with her"  campaign was awarded in the Sustainable Leadership and Excellence category, which honours organisations that excel in integrating sustainability into their corporate structure, setting visionary goals, and achieving high compliance standards. It celebrates companies that lead through innovative strategies and surpass industry standards, demonstrating their commitment to sustainable leadership and operational excellence.

The campaign was promoted via a TV spot, dedicated fasoff.pl website, social media campaign and influencer activities.