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RHIR Partners with the Detroit Red Wings
Detroit Red Wings Embrace the
Responsibility Has Its Rewards National Campaign

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"We Hold the Key, Red Wings Fans Never Drive Drunk" was the universal cheer for all Detroit Red Wings fans at the game versus the Chicago Blackhawks on Saturday, December 6, 2008 at Joe Louis Arena in Detroit, MI.

The Detroit Red Wings, MillerCoors, 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 the Red Wings fans themselves.

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NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

RED WINGS MESSAGES: Red Wings Fans Never Drive Drunk

RHIR PARTNERS INCLUDE:
  • Detroit Red Wings
  • MillerCoors
  • Michigan Office of Highway Safety Planning
  • TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community

WHAT: The Detroit Red Wings, MillerCoors, the Michigan Office of Highway Safety Planning and TEAM invited fans to tape their own RHIR responsibility messages at Joe Louis Arena. 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 video board announcement.

WHERE: Detroit Red Wings game vs. the Chicago Blackhawks at Joe Louis Arena in Detroit, MI

WHEN: Saturday, December 6th at 7:00 pm

Detroit Red Wings: www.redwings.nhl.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
MI OHSP: 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 2007 NATIONAL DATA:
  • In 2007, 12,998 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 3.7% from the 13,491 fatalities in 2006
  • 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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