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RHIR Partners with the Detroit Lions
The Detroit Lions embrace the
Responsibility Has Its Rewards
National Campaign at Preseason Game

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"Be a Good Sport - Be a Designated Driver" was the universal cheer for Detroit Lions fans during their preseason game against the Indianapolis Colts on Saturday, August 29, 2009 at Ford Field in Detroit, MI.

The Detroit Lions, Anheuser-Busch, the Michigan Office of Highway Safety Planning 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 Lions fans themselves.


View Lions PSA

View the Fans Photos

NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

LIONS MESSAGES: Be a Good Sport - Be a Designated Driver

RHIR PARTNERS INCLUDE:
  • Detroit Lions
  • Anheuser-Busch
  • Michigan Office of Highway Safety Planning
  • TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community

WHAT: The Detroit Lions, Anheuser-Busch, the Michigan Office of Highway Safety Planning and TEAM invited fans to tape their own RHIR responsibility messages at the preseason game at Ford Field. 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: Ford Field

WHEN: Saturday August 29, 2009

Detroit Lions: www.detroitlions.com

Anheuser-Busch: www.beeresponsible.com

Michigan Office of Highway Safety Planning: Mission is to save lives and reduce injuries on Michigan roads through leadership, innovation, facilitation, and program support in partnership with other public and private organizations. www.michigan.gov/msp

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.
 
 
 

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