Labatt's new campaign against drinking and driving

Join other prominent Canadians and Take the Pledge

TORONTO, April 14 /CNW/ - Labatt Breweries of Canada launched its new Take the Pledge moderation campaign today with billboard and street level ads across Canada showing images of people in unexpected scenarios that illustrate how determined they are to drink responsibly.  They humourously depict people sleeping in a variety of unlikely places, such as the back of a statue, a park slide and a tree branch, rather than driving after having consumed alcohol.

Labatt has enlisted the support of Paul Tracy, Driver of the #8 Dragon Racing IndyCar and 2003 ChampCar World Series Champion; General Rick Hillier; Elizabeth Manley Canadian Figure Skater and 1988 Winter Olympic Silver Medalist; W. Brett Wilson host of CBC's Dragon's Den; The Honourable Peter MacKay, Minister of National Defence; and Tyler Armes, founder and band member, Down With Webster, in the new Take the Pledge campaign.  The campaign which is aimed primarily at young Canadians of legal drinking age, but appeals to all consumers, asks Canadians to sign a pledge that they will not drink and drive.  Labatt plans to raise the profile of the campaign by inviting other well-known public figures to go on-line and make the pledge at key times throughout the year.

The billboard and street level ads, which will appear from April to December in major cities across the country, direct consumers to Labatt's responsible drinking site at Facebook.com/labattdrawtheline where they can sign their own personal pledge that they will not drink and drive.  In appreciation for making the pledge, Labatt will donate $1 to the True Patriot Love Foundation in support of Canadian Military Families, and if the signers decide to share the link with a friend, the company will make an additional $1 contribution.

True Patriot Love Foundation was founded in 2009 by a group of citizens who want to make a positive contribution to the lives of Canadian military personnel and their families - to serve those who serve on behalf of our nation.  The Foundation supports funds and charities dedicated to supporting the Canadian Military and their families.

Charlie Angelakos, Labatt's vice president of Corporate Affairs said "We think the approach we're taking will prompt people to consider all options before getting behind the wheel.  And we are eager to partner with the True Patriot Love Foundation. We believe there is a link between TPL and Canadian Forces personnel, and the objectives of our responsible use campaign - and that is a commitment to safe communities."

A History of Responsible Use Leadership

For close to three decades, Labatt has been a pioneer and taken a leadership role in the promotion of responsible drinking. The company has devoted considerable resources to encourage consumers, particularly young adults, to enjoy its beers responsibly and moderately.

Labatt was the first Canadian brewery to launch a moderation program and the first to introduce a "near-zero" alcohol beer. As part of its collaborative approach over the years, Labatt has partnered with local law enforcement agencies, urban transit commissions and organizations such as the Canadian Red Cross, to develop campaigns that promote consumer safety and responsible drinking behaviour.   Labatt formed the first partnership with law enforcement agencies, student groups and national TV networks to spread moderation messages as part of the widely recognized Know Where to Draw the Line campaign. Later on, the Make A Plan program took a positive, upbeat approach to revitalize the responsible drinking message, particularly for young adults. Make A Plan continues to offer tips on getting home safely, being a good host, and appointing a designated driver. In 2010, Labatt launched a new, two-pronged responsible drinking campaign that fully leveraged social media to reach and actively engage young adults with its Crash Bobbles characters.

Labatt employees' deep personal commitment to responsible drinking was very much in evidence on Be(er) Responsible Day in 2010 as they stepped into the community to connect with customers, consumers, friends and family about responsible drinking, moderation and the Crash Bobbles campaign.

Over the years, these initiatives are powerful reminders that Labatt has kept the importance of knowing when to draw the line top of mind among consumers and they have contributed significantly to more mature public attitudes about drinking and driving.

SOURCE Labatt Breweries of Canada

For further information:

Alana Lipton
Edelman
416-849-1114
alana.lipton@edelman.com

OR

Ilan Clemens
Loud Mouth Communications
780-420-1555
ilan@loudmouthcommunications.com

OR

Talor Wallace
True Patriot Love Foundation
416.848.0396
twallace@truepatriotlove.com


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