Heineken, Amsterdam, launched the latest phase in its global approach to encourage the responsible consumption of its brands. Organized under the theme “Sunrise belongs to moderate drinkers,” the campaign uses the Heineken brand to deliver and reinforce the message.

The initiative is part of the brand’s “Open Your World” global campaign, which celebrates and encourages aspirational behaviors among adult consumers, the company says. Heineken decided to launch the program during this holiday season to maximize the relevance, attention and impact of the message, it notes. Consumers will be able to access the responsible consumption initiative on Heineken’s YouTube channel, Facebook page, brand website and broadcast media.

“Heineken has both the opportunity and the responsibility to encourage moderate drinking,” said Alexis Nasard, chief commercial officer of Heineken, in a statement. “This approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly can be aspirational. ‘Sunrise belongs to moderate drinkers’ is a natural next step in our long-term commitment to encouraging responsible consumption.”

The campaign will be executed through the use of various online and offline media channels with a strong emphasis on social media. It includes an 85-second film, “The Sunrise,” in which Heineken’s legendary hero demonstrates how to celebrate the night to the fullest, including turning down a beer and choosing a bottle of water instead.

The campaign was unveiled Nov. 28 through a teaser in London, Ho Chi Minh, Rio de Janeiro and San Francisco in which sofas featuring the social media hashtag #MySunrise were placed in locations that offered the best sunrise view. Consumers were encouraged to post photos of their best sunrise moments with the hashtag on the Heineken Facebook page. Each week, the best sunrise images will be showcased on the brand’s Facebook page wall and will be re-tweeted from Heineken’s Twitter account @Heineken.

In addition, Heineken’s United States subsidiary, Heineken USA, announced plans to keep residents in the company’s headquarter city, White Plains, N.Y., safe this New Year’s Eve through their annual “New Year. Safe Ride” program. Together with the Westchester County district attorney’s office and the city of White Plains, free and safe rides home will be available to Westchester County residents of legal drinking age who are celebrating New Year’s Eve in downtown White Plains.