"We all have to take responsibility if we want to end harmful alcohol consumption"
Frederik Rogge, National Indirect Distribution Manager at AB InBev, about participating in the 8000 for Emilie run.
Vrijdag 28 april 2017 — Two weeks ago, the 7th edition of the fundraiser in memory of Emilie Leus took place. At the event, a run called the 8000 for Emilie was hosted. Sympathizers, friends and top athletes came together at the starting line to run a combined 8000 km for Emilie. Frederik Rogge was one of those runners. Remarkable, as he works for the world's largest brewer AB InBev. A brewer and a foundation dedicated to fight against driving under the influence: together they form a powerful duo that strives for the same values.
Why did you decide to take part in the 8000 for Emilie?
I have known Emilie quite well myself. When she was around 11 or 12 years old, I used to be her group leader in the Scouts of Drongen. She was a girl that enjoyed life to the fullest. When the accident happened, I saw how it affected her family and everyone close to her. It was devestating. Later, Emilie's parents decided to start the Emilie Leus Fund, to help other road casualties, to provide information and to raise awareness for road safety, while at the same time keeping the memory of Emilie alive. Their professional approach, clear vision and collaboration with different trustworthy partners convinced me to support them and participate in the run. I usually run weekly, but this was actually the first time I participated in a benefit race.
What do you want to accomplish by participating?
In addition to supporting the foundation, I hoped to educate certain values to my daughters, so that they understand how important road safety is.
Do you think more awareness should be raised to avoid driving under the influence?
For the moment, awareness campains mainly take place during festive periods. However, more effort should be made throughout the whole year. For example by investing in constructive commitment, such as providing alcohol testers in parking garages, or launching certain awareness campaigns at festivals.
Do you find it important that a brewer is raising awareness for this cause and how do you perceive AB InBev's current policy regarding this matter?
Obviously it is of great importance to me, and it is also a topic that is high on AB InBev's agenda. Smart drinking is and always will be an important social issue. The significant number of road victims and the role of alcohol abuse in this matter make that AB InBev, as the biggest global brewer, can play a significant role in changing consumer behavior. Jupiler 0.0% and the Hoegaarden Radlers 0.0% (see photo below) are the perfect examples of how the company wants to encourage smart drinking by offering non-alcoholic variants. AB InBev also offers various tools and a clear framework for their employees in sales, so that they know how to support people who work in the hotel and catering industry in their daily fight against alcohol abuse.
Lastly, which message do you want to get accross?
We all have to take responsibility and put an example out to society if we want to end harmful alcohol consumption completely. I ran the 8000 for Emilie, but there are many initiatives that are within the reach of an individual. So I want to encourage everyone to start engaging themselves for a good cause. In addition, I think that drinking beer, like drinking other alcoholic beverages, should remain a pleasant experience that can be enjoyed with care.
http://www.fondsemilieleus.be/