September 20, 2005

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Heineken USA and the American Advertising Federation Team Up on Public Service Advertising Campaign Competition

Washington D.C.-Heineken USA Inc. and the American Advertising Federation (AAF) have joined forces to challenge college advertising students of legal drinking age to create a responsible drinking public service advertising campaign.

The contest, which runs from September 15-December 14, 2005, offers a maximum of eight cash awards and both individual or team recognition for student members of the 215 AAF student chapters located on college campuses. Students will develop a public service advertising campaign that includes a print, radio and Internet advertisement execution.

In creating a responsibility campaign concept, the campaign must address one of the following topics:

  • Encouraging parents to talk to their children about alcohol
  • Discourage parents hosting parties for those underage or providing alcoholic beverages to those under 21
  • Discourage the use of fake IDs
  • Encouraging individuals to avoid getting in a vehicle with someone who has been drinking
  • Handling peer pressure to drink

The results may be an evergreen campaign that can be used all year or may focus on key targets and timeframes throughout the year.

Heineken USA is committed to promoting responsible drinking behaviors, and this competition is in line with the company's efforts in this area.

Frans van der Minne, president & CEO, Heineken USA said, "Heineken USA is delighted to be working with the American Advertising Federation on this unique effort to tap into the creativity of emerging advertising industry talent to address an issue that Heineken takes very seriously-our commitment to the responsible sale, marketing and consumption of beverage alcohol. We hope advertising students will take advantage of this opportunity for hands-on experience that could ultimately save lives."

Added Wally Snyder, president & CEO, AAF, "This learning opportunity will directly benefit AAF students, and more importantly will produce an effective and targeted PSA encouraging responsible drinking behavior. We are honored to partner with Heineken to provide this unique challenge to advertising students across the country."

Only those members of AAF's college chapters who are 21 and older at the time of their registration for the competition will be eligible to participate. Students may enter the campaign individually, or may participate on a team comprised of no more than three students. All entrants must be members of AAF to participate.

Winners will be announced February 3, 2006 in New York City.

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The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more information, visit Heineken USA's Web site at