LCBO and Kia Canada partner to encourage Ontarians to "Speak Up and Win"

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 driving.

"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

"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 and, 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 ( and 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 and for other LCBO social responsibility programs, visit For more information about Kia Canada and the Drive Change initiative, visit: .


  • Still images available upon request.


  • 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 which provides responsible hosting tips, tools and recipes; and a Facebook page (
  • 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
  • The website 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).


For further information:


Heather MacGregor, LCBO Media Relations Co-ordinator      
Tel.: 416 864-6772; Cell. 416 587-3729; E-mail:

Stephanie Petroff, LCBO Senior Communications Consultant
Tel.: 416 864-6792; E-mail:

Jack Sulymka, Kia Canada Inc. National PR and Corporate Partnerships Manager
Tel. 905 755-6266; Cell. 905 301-6207; E-mail:


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