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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."
--- Joe McClain, President, Beer Institute
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View the Fan Videos
TEAM traveled to Detroit, MI on Friday, May 13th through Sunday, May 15th to reward Tigers fans who made the pledge to be designated drivers. Designated Drivers promise:
- I am 21 years of age or older
- I will provide responsible transporation 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 Tigers fans over the age of 21. Those that made the pledge filmed responsibility videos to be included in a Public Service Announcement being produced for broadcast on the Comerica Park stadium video board, the Tigers web site and local TV broadcasters.
Fans who made the designated driver pledge, had the opportunity to autograph a gigantic baseball and received a souvenir photo with a branded frame including the campaign partners' logos and the campaign's responsibility message.
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NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
TIGERS Responsibility Day Message:
- Tigers Fans Don't Let Fans Drive Drunk
- I Hold the Key
- With Great Beer Comes Great Responsiblity, Be Great-Designate
RHIR PARTNERS INCLUDE:
- Detroit Tigers
- MillerCoors
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: The Detroit Tigers, MillerCoors and TEAM Coalition invited fans to tape their own RHIR responsibility messages at the May 14th home game against the Kansas City Royals. 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: Comerica Park
WHEN: Saturday May 14th, 2011
Detroit Tigers: www.Tigers.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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