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"This program underscores the fact that promoting responsible drinking is not just the responsibility of one group. By working together, sports leagues, concessionaires, brewers, and others can implement successful alcohol management training and awareness programs through TEAM Coalition."

--- Liz Tobin, Senior Director External Affairs, Beer Institute
 
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RHIR Partners with Coors Light at the 2011 HBCU Bank of America Atlanta Football Classic
TEAM Coalition Joins Coors Light for
Responsibility Has Its Rewards Promotion at the
2011 HBCU Bank of America Atlanta Football Classic
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TEAM traveled to Atlanta, GA for the 2011 HBCU (Historically Black Colleges and Universities) Atlanta Bank of America Classic at the Georgia Dome on September 24th to reward fans who made the Responsibility Has Its Rewards pledge to:
  • Always Buckle Up - Every Trip, Every Time
  • Never Drive Drunk
  • Always Have a Designated Driver
Fans Don't Let Fans Drive Drunk was the responsibility message for Florida A&M University and Southern University fans over the age of 21. Those that made the pledge received souvenir photos branded with the campaign message and the logos of the partner organizations.

   


NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

Atlanta Classic Responsibility Day Message:
  • Fans Don't Let Fans Drive Drunk
RHIR PARTNERS INCLUDE:
  • MillerCoors
  • TEAM Coalition (Techniques for Effective Alcohol Management)

   


WHO: Fans and the Community

WHAT: Coors Light and TEAM Coalition invited Florida A&M University and Southern University fans to make the Responsibility Has Its Rewards pledge. Those who promised to never drive drunk and always have a designated driver received a souvenir photo.

WHERE: Georgia Dome in Atlanta, GA

WHEN: Saturday September 24, 2011

MillerCoors: MillerCoors is committed to ensuring that our products are marketed only to and consumed only by adults of legal drinking age. We strictly adhere to the Beer Institute Advertising and Marketing Code. We have adopted our own tough internal marketing compliance codes, and our retailer education efforts are industry-leading. www.millercoors.com.

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. www.teamcoalition.org



US DOT / NHTSA 2009 NATIONAL DATA:
  • In 2009, 10,839 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 7.4% from the 11,711 fatalities in 2008
  • Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
  • Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.
 

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