In 2023, the 15th anniversary edition of the campaign "Alcohol is a bad driver" of "Kamenitza" AD was held. During "Alcohol is a bad driver" is the longest-standing and sustainable socially responsible campaign of "Kamenitza" AD, the purpose of which is to provoke public dialogue on the topic of responsible driving and to remind about the importance of road safety. As one of the leaders in the beer sector in the country, we at "Kamenitza" AD want to contribute to the reduction of road accidents due to the use of alcohol. Within the framework of the campaign, over the years, we have conducted numerous activities, with which we not only draw attention to this problem, but also provide a solution for dealing with it.

Through effective communication strategies, the campaign speaks to all active drivers and participants on the road, and mainly to young drivers, in whom we strive to educate responsible behavior on the road and awareness that as drivers we are responsible not only for our own lives, but also for those of those around us .

The campaign is in its 15th year and is part of "Our Imprint" – the company's long-term global policy for sustainable development, the main pillar of which is responsible consumption. In 2023, the active communication of the campaign took place in the months between June and October.

We started the campaign in June 2023, which was attended by institutions, partners, media and colleagues. During the event, we presented a detailed study on attitudes towards driving and the use of alcohol, initiated by Kamenitza AD. Later in the year, we presented for the first time the national platform - www.abd.bg, dedicated to the campaign and acting as a permanent and sustainable platform, providing important and useful information to the Bulgarian society. In order to draw attention to the campaign in an interesting and memorable way, we decided to create a special short video containing all the key messages of the campaign, which can be found on our corporate YouTube channel. In autumn, we held a motorcycle procession passing through central streets and boulevards in the capital, with the assistance of like-minded campaigners. As part of the campaign, we held activations at Happy sites and EKO gas stations on the Trakia highway, tied to winning a non-alcoholic Kamenitza product by correctly answering questions related to the Road Traffic Act. We also supported the Crazy Race car show to remind the thousands of visitors and race participants to be #ResponsibleDrivers.

During the campaign we were able to share the messages of "Alcohol is a bad driver" and reached a lot of people. We managed to reach 98 unpaid publications (which equates to over BGN 80,000 advertising value), over 6 million impressions and over a million and a half target users we reached. We managed to attract 19 new campaign partners. Our site generates over 2800 users per month. We received unpaid coverage on Nova TV, in which we participated together with our partners in a specially developed edition about driving and road safety.