Sense Group appoints new director general

The Sense Group (TSG), the lobby that promotes a responsible and moderate drinking message, has appointed Victor Callejaas director-general.

With over 30 years experience in the communications industry, Calleja runs his own publishing company. During his career, he has overseen the advertising sales for a radio station and a national newspaper and has been involved in various business publications.  He was honorary secretary of the Institute of Directors (Malta Branch).

Anthony J. Tabone, the current TSG chairman said: “Mr Calleja istaking over from Mr Joe Farrugia who has been TSG’s CEO since 1998. Mr Calleja has a broad experience in the marketing communications field. We believe he will realise the full potential of this experience to further promote a better understanding and appreciation of the responsible and moderate use of alcohol by adults, and to continue minimising alcohol-related harm through targeted initiatives.

“Similar campaigns that TSG conducted in the last 14 years are recognised as being one of the best examples of Corporate Social Responsibility in Malta.”

Calleja said: “It is both an honour and a challenge to be appointed TSG’s new Director General. I strongly believe in the core objectives of The Sense Group. TSG’s position is very clear – educating the public and proper enforcement of existing legislation, rather than inventing and imposing new and impractical regulations, should be the focus of the attention of all stakeholders including the authorities.”

“TSG has always believed that if you take the message to the people, rather than being reactive, you not only educate them but you also close down the space for those who think that everything can be solved by introducing  draconian regulations.

“Time and time again, experience has shown that the latter approach is neither credible nor effective. People always find other ways. It is clear therefore that public information and education are much more effective and have a more long term healthy effect,” he said.

TSG conducts regular campaigns against drinking and driving, underage drinking and binge drinking. All these activities have been conducted with the support of the Maltese beverage industry.

In its contacts with overseas organisations, TSG has always been active, particularly at EU level. It had participated in a pan-European Designated Driver campaign partially funded by the European Commission. After establishing close contact with the European Forum for Responsible Drinking (EFRD), TSG reached an agreement whereby EFRD provided substantial funding for an intensive action programme initiated in 2010.