ABC’s Exceptional Pledge Campaign aims to raise $100,000 for People In Need foundation

In an effort to support Cambodia’s economic recovery, ABC Extra Stout is partnering with the People In Need (PIN) foundation to launch the ‘ABC Pledge Campaign’. The joint initiative, which runs from 15 November to 24 December 2021, encourages everyone to champion the continued practice of COVID-19 safe behaviours as an important element towards helping curb the spread of the virus and kick-starting the revival of the economy.

ABC will donate US$1 for every pledge made (up to a total of $100,000) to PIN, a highly-credible international foundation hailing from the Czech Republic with operations in over 30 countries including Cambodia. The funds will help support PIN’s Technical and Vocational Education Training (TVET) for underprivileged citizens, helping them to harness the skills and knowledge to pursue better employment opportunities and improve their standard of living. Proceeds from the campaign will also be channeled to support small and medium-sized enterprises (SMEs) in the Kingdom as they look to bounce back from the economic downturn.

“It’s been a very challenging year. As the situation starts to turn around, we must be cautious as we are still not out of the woods yet,” said Loic de Laubriere, Marketing Director of HEINEKEN Cambodia. ”Hence, we invite everyone to be exceptional, step up and make the pledge to continue practicing COVID-19 safe behaviours. Every action counts, in this situation more than ever. With a simple Pledge, you are supporting Cambodia and the good work of the PIN foundation to help those in need.” 

To join the movement and Pledge, it takes two simple steps. Just log on to ABC’s website and click “Pledge Now”. Pledgers can then share their Pledge on their Facebook profiles to encourage their friends and family to do the same.

ABC recently concluded their ‘The Exceptional’ campaign that ran between September and October, celebrating the phenomenal achievements of 10 Exceptional Cambodians. This campaign sees some familiar faces return to show support. Look out for Ream Angkor, Peap Tarr, Raven Blaze & Thyda Thaung as they show consumers how important and simple it is to Pledge. 

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About HEINEKEN Cambodia

Formerly known as Cambodia Brewery Limited (CBL) – is part of the HEINEKEN Company, the world’s most international brewer. The company was born in Cambodia in 1994 as a joint venture between Asia Pacific Brewery Limited and Progress Import-Export Company, before becoming 100% HEINEKEN in 2014. The company employs around 700 employees. It produces, markets, and distributes nationwide its iconic international and local brands – namely Heineken®, Tiger, Tiger Crystal, ABC Extra Stout, Anchor, Anchor White and Gold Crown – according to the highest international standards brought from The Netherlands where its roots belong. Sustainability for people, planet and prosperity is embedded in the business in order to ‘’Brew a Better Cambodia”.

About People In Need
Established in 1992 in the Czech Republic, People In Need is a non-governmental, non-profit international organization founded on the ideals of humanism, freedom, equality and solidarity. The organisation now operates in more than 30 countries, providing immediate humanitarian aid, supporting child education, helping the poorest and most vulnerable, and supporting human rights activists.


The “Pledge” campaign is a joint initiative by Heineken and People In Need (PIN) to promote safety practices against COVID-19. By participating in the campaign, PIN does not necessarily endorse sales of alcoholic beverages. This partnership is solely for the “Pledge” campaign.suggested by PIN.

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