"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."
"You Hold the Key - Never Drive Drunk" was the universal cheer for
Colorado Avalanche fans during their regular season game against the Nashville Predators on Wednesday November 25, 2009 at Pepsi Center in Denver, CO.
The Colorado Avalanche, Pepsi Center, ARAMARK, MillerCoors, Colorado Department of Transportation, Colorado State Patrol and TEAM Coalition partnered to
educate fans about the importance of designating a driver
and demonstrating positive fan behavior. And the
spokespeople for this important message were Avalanche fans themselves.
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
Avalanche MESSAGES: You Hold the Key - Never Drive Drunk
RHIR PARTNERS INCLUDE:
Colorado Avalanche
Pepsi Center
ARAMARK
MillerCoors
Colorado Department of Transportation
Colorado State Patrol
TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: The Colorado Avalanche, Pepsi Center, ARAMARK, MillerCoors, Colorado Department of Transportation, Colorado State Patrol and TEAM invited fans
to tape their own RHIR responsibility messages at the game at Pepsi Center. 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 arena video board announcement.
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.
