TORONTO, Nov. 20 /CNW/ - The LCBO, in partnership with MADD Canada, is
launching a new social responsibility education campaign aimed at encouraging
Ontarians to prevent friends and guests from driving after drinking.
This year's campaign asks audiences to consider why they wouldn't think
twice about saving a stranger from imminent harm, but might hesitate to
prevent a friend from driving after drinking to avoid embarrassment. This
creative approach flows from focus group research that identified a fear of
possible embarrassment as a barrier to taking action to prevent friends and
party guests from driving after drinking.
Produced by Due North Communications Inc., the campaign includes two
radio commercials, washroom ads in bars throughout Ontario and a 30-second TV
commercial. The TV spot begins airing the week of November 19 and runs through
the holiday season on major Ontario networks. Radio spots will begin airing
later in November on English and French stations and the washroom ads will be
posted starting in mid-December. The TV creative will also be featured on LCBO
store checkout screens.
"People do know they should stop a friend from drinking and driving, but
they don't always take action because they want to avoid a potentially awkward
scene," said Bill Kennedy, LCBO Executive Director, Corporate Communications.
"This campaign should help people realize that saving a friend from drinking
and driving is far from embarrassing, and it may just save a life."
"The LCBO deserves credit for seeking and using the valuable research
insight that fear of embarrassment stands in the way of preventing impaired
driving to shape this new campaign," said Andrew Murie, Chief Executive
Officer of MADD Canada. "We appreciate the innovating and creative ways LCBO
encourages individuals to take action to reduce the danger on our roads."
The TV and radio commercials are available online at
The LCBO is also offering responsible hosting tips for the holiday
season, to help celebrate safely and reduce the risk to hosts and their
- Offer all guests - not just designated drivers - an assortment of
alcohol-free drinks: mocktails, non-alcoholic punch, bottled water
- Remember that the legal drinking age in Ontario is 19.
- Plan ahead to help minimize risks for you and your guests.
- If you're serving alcohol at your party, enjoy it after any physical
activities end. Drinking and driving, sledding, skiing, snowmobiling
or snowboarding simply don't mix.
- Use a non-carbonated base such as fruit juice for alcoholic punches.
Carbonation makes the body absorb alcohol faster.
- Serve drinks yourself or appoint a reliable friend as bartender -
guests drink more when it's an open bar. And remember, measurement is
- Serve plenty of high-starch, high-protein foods so no one drinks on
an empty stomach. Salty, sweet or greasy snack foods increase thirst.
For large holiday crowds, a buffet can be easier.
- Close down your bar at least an hour before the party officially
ends. Offer guests desserts, coffee and other non-alcoholic drinks.
- Do whatever it takes to prevent drinking and driving. Encourage
designated drivers, keep cash and taxi numbers on hand and prepare
for overnight guests. Be prepared to take away car keys and never
ride in a vehicle with anyone who's been drinking.
- Drink moderately, so you're better able to act quickly and avoid
To access these hosting tips, additional tips on preventing drinking and
driving, and delicious alcohol-free mocktail recipes online, visit
LCBO staff challenged a record 1.8 million people who appeared underage
or intoxicated last year, almost six per cent more than the previous year.
Almost 123,000 were refused service, a 10 per cent increase, of which
82 per cent were for age-related reasons.
For further information:
For further information: MEDIA CONTACT: Jacqueline Waldorf, Sr.
Communications Consultant, Tel. (416) 864-6875, Fax. (416) 864-6850, E-mail: