TORONTO, Dec. 6, 2013 /CNW/ - LCBO's Deflate the Elephant information campaign is promoting responsible entertaining this holiday
and celebrating Ontarians who plan ahead and help prevent impaired
"The Deflate the Elephant campaign acknowledges that drinking and driving can be the 'elephant in
the room' - an awkward topic to deal with in social situations. With
the holiday entertaining season in full swing, LCBO is providing
practical advice and tools to help people entertain responsibly," says
LCBO President & CEO Bob Peter. "We're pleased to partner with Kia
Canada this year to encourage people to plan ahead and to speak up
against impaired driving."
New this year, Deflate the Elephant is partnering with Kia Canada to host the "Speak Up and Win" contest,
which promotes planning ahead when entertaining and celebrating
designated drivers. From December 1 until January 4, 2014, Ontarians
have the chance to win the use of a new 2014 Kia Rondo for one year, by
entering at www.facebook.com/DeflatetheElephant.
"As a responsible global automotive company in Canada, we believe it is
important to fully leverage our partnerships to drive awareness on the
perils of impaired driving," says Maria Soklis, Vice President and
Chief Operating Officer, Kia Canada Inc. "Online communities, such as
MapOfHope.ca and Deflatetheelephant.com, help to inspire others to take
a stand against impaired driving and the developed 'Speak Up and Win'
contest will further reinforce that message."
LCBO and Kia Canada are both longstanding partners of MADD Canada.
Andrew Murie, CEO of MADD Canada says, "LCBO and Kia Canada are two
organizations truly committed to helping prevent impaired driving. We
congratulate them on launching the 'Speak Up and Win' contest to
encourage responsible choices and prevent intoxicated driving."
The campaign's websites (www.deflatetheelephant.com and www.degonflezlelephant.com) are great resources for responsible entertaining tips, alcohol-free
Mocktail recipes and the "Home Bartending Challenge" where visitors can
learn the proper pour for wine, beer, spirits and coolers. Part of
being a responsible host is measuring drinks for guests instead of
running the risk of an open bar. A newly launched feature is "The
Podium", which invites visitors to share their ideas on hosting and the
issue of preventing impaired driving.
A new, 30-second TV Deflate the Elephant commercial airing on major Ontario networks, an online campaign and
elements in LCBO stores run throughout December, including New Year's,
to encourage people to speak up and deflate the elephant in the room.
For more information on this campaign, visit www.deflatetheelephant.com and for other LCBO social responsibility programs, visit www.lcbo.com/sr. For more information about Kia Canada and the Drive Change initiative,
visit: www.drivechangewithkia.ca .
Still images available upon request.
LCBO'S "DEFLATE THE ELEPHANT" CAMPAIGN
LCBO's integrated "Deflate the Elephant" social responsibility education
campaign includes: a new, 30-second TV commercial airing in Ontario and
online ads on popular websites during December and through New Year's;
English and French print ads in the holiday issue of LCBO's consumer
magazine FOOD&DRINK; an interactive website www.deflatetheelephant.com which provides responsible hosting tips, tools and recipes; and a
Facebook page (www.facebook.com/DeflatetheElephant).
From December 1 - January 4, 2014, "Deflate the Elephant" is partnering
with Kia Canada Inc. to launch the "Speak Up and Win" contest.
Ontarians are invited to enter and could have the chance to win the use
of a new 2014 Kia Rondo for one year. Enter at www.facebook.com/DeflatetheElephant.
The website www.deflatetheelephant.com is a great resource for responsible hosting tips and ideas, including
the Home Bartending Challenge to learn proper pours and more than 50
alcohol-free Mocktail recipes. There is also a new feature called "The
Podium", which invites people to share their ideas on entertaining and
how to prevent impaired driving.
LCBO is using its more than 635-store network to bring the "Deflate the
Elephant: Speak up. You could save a life" message to customers at a
time of year when entertaining increases and also encourage them to
enter the "Speak Up and Win" contest. The campaign creative appears in
all LCBO stores throughout December on point-of-sale screens, on shelf,
shopping carts, checkout counters and parking lot signs.
Historically LCBO anti-drinking and driving campaigns have primarily
targeted the friend of the male driver. Research indicates women are
becoming increasingly likely to engage in drinking and driving.
The "elephant in the room" idiom refers to a difficult or embarrassing
issue, obvious to everyone but not discussed. Focus group research
found that 81 per cent understood the meaning of the phrase and 88 per
cent found it aligned well with LCBO's responsible brand.
The $1.4 million "Deflate the Elephant" campaign was first launched in
December 2009 and has evolved since; it was developed by One agency
(formerly Due North Communications).
Image with caption: "Maria Soklis, Kia Canada COO (left), Bob Peter, LCBO President & CEO (centre) and Andrew Murie, MADD Canada CEO (right), launch LCBO's 2013 Deflate the Elephant campaign to prevent drinking and driving. Until January 4, 2014, Ontarians could win the use of a 2014 Kia Rondo for one year. Enter the Speak Up and Win contest at www.facebook.com/DeflatetheElephant. (CNW Group/LCBO)". Image available at: http://photos.newswire.ca/images/download/20131206_C8170_PHOTO_EN_34645.jpg
For further information:
Heather MacGregor, LCBO Media Relations Co-ordinator
Tel.: 416 864-6772; Cell. 416 587-3729; E-mail: firstname.lastname@example.org
Stephanie Petroff, LCBO Senior Communications Consultant
Tel.: 416 864-6792; E-mail: email@example.com
Jack Sulymka, Kia Canada Inc. National PR and Corporate Partnerships Manager
Tel. 905 755-6266; Cell. 905 301-6207; E-mail: firstname.lastname@example.org