Co-operative Group (The)


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Pledge:

A5. Support for Drinkaware

Committed since:

1 January, 2013

Delivery plan:

Submitted: 20 December, 2011

The Co-operative Group has already achieved this pledge.The Co-operative Group made a donation of £250,000 in 2011 to support the work of the Drinkaware Trust. We are committed to make a further donation of £250,000 in 2012.100% of the Co-operative own-brand alcohol products carry Drinkaware messaging on label. We will continue to carry this messaging on our own-brand labels.We will raise awareness of Drinkaware and its campaigns (including the campaign for smarter drinking) amongst our customers and members. We will achieve this by using a variety of communications channels including: point-of-sale materials; in-store media; website; social media and magazines.This activity will include (but is not restricted to):POS materials in all stores during the designated campaign period of the campaign for smarter drinking in both 2011 and 2012.Drinkaware information is permanently hosted on our website http://www.cooperative.coop/food and links to http://www.drinkaware.org.We will raise awareness of the Drinkaware brand by including at least one mention on any promotional material we produce where an alcoholic product is involved.We will raise awareness of Drinkaware and its campaigns amongst current and former employees of all businesses within the Co-operative Group. We will achieve this by using a variety of internal communications channels including: internal magazines (on and off-line editions); company intranet; and social media.

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