First Global Be(er) Responsible Day
September 15, 2010 was the first-annual Global Be(er) Responsible Day promoting the importance of responsible drinking. Spearheaded by Labatt and Anheuser Busch. The international event encourages consumers to enjoy beer in moderation and responsibly.
See if you can spot employees wearing the special Crash Bobble t-shirts highlighting the company’s latest responsible drinking campaign that was launched across the country this past Canada Day. Labatt has produced a series of videos featuring the consequences of drinking and driving. You can view the Crash Bobble webisodes on YouTube. According to a Traffic Injury Research Foundation (TIRF) survey of Canadians on drinking and driving (Road Safety Monitor, 2008), more Canadians are concerned about drinking and driving than any other societal issue. 79% of Canadians say they are very concerned about drinking and driving.
While a 2010 report prepared by TIRF for Transport Canada (Alcohol Crash Problem in Canada) shows that 38% of fatally injured drivers tested positively for the presence of alcohol a few years ago, there was an overall 41% decline in drinking driver fatalities from two decades ago. However, there remains a serious problem with 22% of fatally injured drinking drivers having blood alcohol levels greater than 0.16, double the legal limit of 0.08.
Remember, beer advertising takes direct aim at 20 and 30 year olds. Regardless of the age group you happen to fall under, it’s often really hard to ignore the subtle messages in the images of happy, fun and popular people drinking together. Campaigns that encourage responsible drinking is the least that companies such as Labatt can do.