Friday, September 23, 2011

Be(er) Responsible Day - Take the Pledge Against Drinking and Driving

LaSalle, QC

Labatt raises young people's awareness of moderation and the dangers of drinking and driving

La Brasserie Labatt is taking advantage of today's second Global Be(er) Responsible Day to deliver a responsible-consumption message, with special efforts aimed at young people urging them to take the pledge against drinking and driving and to drink moderately.

In addition to promoting responsible drinking among young Labatt customers across Quebec, brewery employees will be meeting students on the campuses of Université du Québec à Montréal, Université de Montréal and Cégep André-Laurendeau, where classes are now back in session, to raise their awareness of the dangers of excess alcohol consumption and of driving while inebriated.

"The aim of this operation is to get a written pledge from young adults not to mix alcohol and driving," said Jan Craps, Labatt's General Manager, Sales, in Quebec. "For more than 20 years, Labatt has sought to be a leader in the fight against drinking and driving and to be the country's predominant voice for moderation, especially among young adults. We are aware that we share responsibility for getting people to change, and we are working hard to deliver a positive, non-moralistic message to show that it is possible to plan the trip home and avoid ruining celebrations with unfortunate events."

On this second annual Global Be(er) Responsible Day, teams of Labatt employees will be promoting the popular new Take the Pledge campaign against drinking and driving, urging students to make an immediate written pledge via Labatt's Facebook page. "We want to reach the maximum number of young people for our message to be heard and to work together to fight the scourge of drinking and driving," Mr. Craps stated. "In recognition of each pledge, Labatt will give one dollar to our partner Operation Red Nose and the True Patriot Love Foundation, which assists Canadian military families." He noted that this commitment by Labatt is part of its Better World program that aims, in addition to promoting responsible drinking, to limit the impact of the brewery's activities on the environment and to contribute to the well-being of society.

Advertising posters in major Canadian cities will guide young adults to Labatt's responsible consumption site, at www.facebook.com/labattdrawtheline, where they can take a personal pledge not to drive after drinking.

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