LCBO ADVICE: DON’T BE EMBARRASSED TO STOP A FRIEND FROM DRINKING AND DRIVING

LCBO ADVICE: DON’T BE EMBARRASSED TO STOP A FRIEND FROM DRINKING AND DRIVING

The LCBO, in partnership with MADD Canada, is launching a new social responsibility education campaign aimed at encouraging Ontarians to prevent friends and guests from driving after drinking.

This year’s campaign asks audiences to consider why they wouldn't think twice about saving a stranger from imminent harm, but might hesitate to prevent a friend from driving after drinking to avoid embarrassment. This creative approach flows from focus group research that identified a fear of possible embarrassment as a barrier to taking action to prevent friends and party guests from driving after drinking.

Produced by Due North Communications Inc., the campaign includes two radio commercials, washroom ads in bars throughout Ontario and a 30-second TV commercial. The TV spot begins airing the week of November 19 and runs through the holiday season on major Ontario networks. Radio spots will begin airing later in November on English and French stations and the washroom ads will be posted starting in mid-December. The TV creative will also be featured on LCBO store checkout screens.

“People do know they should stop a friend from drinking and driving, but they don’t always take action because they want to avoid a potentially awkward scene,” said Bill Kennedy, LCBO Executive Director, Corporate Communications. “This campaign should help people realize that saving a friend from drinking and driving is far from embarrassing, and it may just save a life.”

“The LCBO deserves credit for seeking and using the valuable research insight that fear of embarrassment stands in the way of preventing impaired driving to shape this new campaign,” said Andrew Murie, Chief Executive Officer of MADD Canada. “We appreciate the innovating and creative ways LCBO encourages individuals to take action to reduce the danger on our roads."

The TV and radio commercials are available online at www.lcbo.com/embarrassed.

The LCBO is also offering responsible hosting tips for the holiday season, to help celebrate safely and reduce the risk to hosts and their guests:

• Offer all guests – not just designated drivers – an assortment of alcohol-free drinks: mocktails, non-alcoholic punch, bottled water and coffee.
• Remember that the legal drinking age in Ontario is 19.
• Plan ahead to help minimize risks for you and your guests.
• If you’re serving alcohol at your party, enjoy it after any physical activities end. Drinking and driving, sledding, skiing, snowmobiling or snowboarding simply don’t mix.
• Use a non-carbonated base such as fruit juice for alcoholic punches. Carbonation makes the body absorb alcohol faster.
• Serve drinks yourself or appoint a reliable friend as bartender – guests drink more when it’s an open bar. And remember, measurement is a must.
• Serve plenty of high-starch, high-protein foods so no one drinks on an empty stomach. Salty, sweet or greasy snack foods increase thirst. For large holiday crowds, a buffet can be easier.
• Close down your bar at least an hour before the party officially ends. Offer guests desserts, coffee and other non-alcoholic drinks.
• Do whatever it takes to prevent drinking and driving. Encourage designated drivers, keep cash and taxi numbers on hand and prepare for overnight guests. Be prepared to take away car keys and never ride in a vehicle with anyone who’s been drinking.
• Drink moderately, so you’re better able to act quickly and avoid problems.

To access these hosting tips, additional tips on preventing drinking and driving, and delicious alcohol-free mocktail recipes online, visit www.lcbo.com. LCBO staff challenged a record 1.8 million people who appeared underage or intoxicated last year, almost six per cent more than the previous year. Almost 123,000 were refused service, a 10 per cent increase, of which 82 per cent were for age-related reasons.

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MEDIA CONTACT: Jacqueline Waldorf, Sr. Communications Consultant Tel. 416 864-6875; Fax. 416 864-6850 E-mail: jacqueline.waldorf@lcbo.com