"The nation’s brewers have consistently demonstrated a commitment to responsible alcohol consumption and the efforts of the TEAM Coalition in stadiums across the country."
The National Football League and MillerCoors are proud to join forces with Techniques for Effective Alcohol Management
Coalition (TEAM) on the Responsibility Has Its Rewards (RHIR) national campaign. Throughout the 2008 NFL season, each team offered
fans the opportunity to pledge to be a designated driver. At
the end of the season, each NFL team selected one fan to be their designated driver of the 2008 season.
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
FAMILY MESSAGE: Buckle Up - Every Trip, Every Time™
ADULT MESSAGE (OVER 21 YEARS OLD): Fans Don’t Let Fans Drive Drunk™
RHIR PARTNERS INCLUDE:
National Football League
MillerCoors
TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: NFL, MillerCoors and TEAM invite fans to earn valuable rewards for demonstrating responsible behavior three different ways:
At the NFL Experience at University of Raymond James Stadium, over 5,000 fans made the Responsibility Has Its Rewards pledge to always have a designated driver,
never drive drunk, and always buckle up, received a souvenir photo with a branded frame including the campaign
partners' logos and the campaign's responsibility message.
Fans also filmed their own responsibility message naming their favorite NFL team and their promise to
always have a designated driver and always buckle up. Fans made over 300 videos. Public Service Announcements for NFL
teams will be produced from the videos. See the videos online.
Volunteers staffed eight designated driver booths at Super Bowl XLIII. TEAM Coalition and MillerCoors
helped hundreds of fans pledge to stay sober and get their friends and family home safely from the game. Everyone who pledged received a free soft drink
compliments of Levy Restaurants and MillerCoors. Check out photos of the volunteers in action!
WHERE: NFL Experience and Super Bowl XLIII at Raymond James Stadium in Tampa, FL
WHEN: Friday, January 23, 2009 through Sunday, February 1, 2009
National Football League: The NFL is proud of our history of giving, and we are committed to having a positive impact for generations to come.
www.nfl.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 2008 NATIONAL DATA:
In 2008, 11,773 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 9.7% from the 13,041 fatalities in 2007
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.
.gif)
