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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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TEAM traveled to Green Bay, WI on Friday August 19 to reward Packers fans who made the pledge to be designated drivers. Designated Drivers promise:
- I am 21 years of age or older
- I will provide responsible transportation for all members of my group
- I will not purchase and/or drink alcohol beverages at this event or during my time as a designated driver
Be Great! Designate! was the responsibility message for Packers fans. Those that made the pledge filmed responsibility videos that will be included in a Public Service Announcement. The PSA is being produced for broadcast on the Lambeau Field video board, the Packers website and local TV broadcasters.
Fans who made the designated driver pledge had the opportunity to autograph a large inflatable football and received a souvenir photo with a branded border including the campaign partners' logos and the campaign's responsibility message.
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NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
Packers Responsibility Day Message:
- Packers Fans Don't Let Fans Drive Drunk
- With Great Beer Comes Great Responsiblity, Be Great... Designate!
RHIR PARTNERS INCLUDE:
- Green Bay Packers
- MillerCoors
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: The Green Bay Packers, MillerCoors and TEAM Coalition encouraged more Packers fans to participate in the designated-driver program at Lambeau Field by offering unique rewards.
Fans who made the designated driver pledge had the unique opportunity to autograph a 10-foot tall football, as our celebrities of responsibility. Designated drivers received free souvenir photos with the campaign message as well.
Additionally, on August 19, the program partners invited fans to film their own RHIR responsibility messages at the August 19 pre season game against the Arizona Cardinals. Fans read a script from a teleprompter and received a copy of their message electronically. Fans messages may be selected to be included in a broadcast Public Service Announcement or stadium video board announcement.
WHERE: Lambeau Field
WHEN: Friday August 19, 2011
Green Bay Packers: www.packers.com
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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