CSR Memo

The following was an exercise in writing a corporate social responsibility memo. The prompt was to write as if I were the VP of a company proposing a new CSR program to the CEO. I chose to write as if I worked for AB InBev and proposed a program focused on curbing binge drinking among college students.

To: Carlos Brito
From: Brenden Lynch
Date: April 30, 2014
Subject: Proposal for “College Students Drink Smarter” CSR Program

Binge drinking among college students has been a major problem in the United States for decades. Year-round it contributes to lower grades, injuries, violence, car crashes, brain damage, sexual assaults, overdoses and death. In order to address this social health problem, the AB InBev communication team would like to propose a corporate social responsibility program entitled “College Students Drink Smarter.”

The “College Students Drink Smarter” program will be an ongoing public relations campaign that will target college students and focus on healthy living, responsible alcohol consumption and the dangers of binge drinking. Initially, it will begin by creating and distributing educational and promotional materials on social media. The next phase would include visiting college campuses throughout the U.S. to host binge drinking awareness events and to further distribute educational materials.

The AB InBev communication team is confident that the program has great potential to raise awareness among college-aged drinkers and encourage responsible drinking habits. The goal is to expand and develop this program into a lasting campaign by encouraging employees, parents, students and our existing community partners and sponsors to volunteer and get involved.

Implementing the “College Students Drink Smarter” program is an excellent opportunity to have a positive impact on our communities by addressing a significant social health problem. Furthermore, this is an opportunity for AB InBev to be the first to make a real difference and set a precedent for other industry leaders to follow. According to Forbes, there is ample data to support that CSR programs have profit generating potential. A recent survey showed that more than half of consumers want to reward socially responsible companies. 53% would even pay a 10% premium for those products. In addition, socially responsible companies get more favorable ratings from security analysts, which leads to better stock value.[1]

AB InBev has always been committed to promoting the responsible enjoyment of our products through positive communication with our publics and communities. As the world’s largest brewer, we have the resources and influence to reach out to people affected by this issue. I look forward to hearing your feedback about this proposal and to further discussing the details of this program as we focus on new CSR opportunities for AB InBev.

[1] Levick, R. (2012, January 11). Corporate Social Responsibility for Profit. Forbes