LCBO/MADD MAKE NO MISTAKE IN NEW AD CAMPAIGN
By Adnews Staff
One hundred radio stations across Ontario will fall silent for 15 seconds this Friday in memory of victims of drinking and driving. The silence is part of a new ad campaign from the Liquor Control Board of Ontario and Mothers Against Drunk Driving. The 15 seconds of "Dead Air" will be followed by a 30-second bilingual spot called "See You Soon/A plus tard." The spot, running until mid-September, depict the last message of a man who goes out for a few drinks after work and never makes it home. The radio spots are part of a $2.4 million responsible-drinking ad campaign targeting young men as well as anyone considering drinking and driving. The campaign's tagline is "Drinking and driving is no accident. It's a choice. Make the right one." The campaign also includes a 30-second television spot called "Buried Alive", airing in Ontario from now until February. The ad aims to illustrate the results of drinking and driving. Other elements include print ads in men's washrooms in over 500 Ontario bars and restaurants. These bilingual ads, which will also appear in the LCBO's magazine Food & Drink/A Bon Verre, Bonne Table, will run until January. The campaign builds on LCBO/MADD's outdoor campaign of last year, which used three-dimensional billboards depicting crashed cars, sport utility vehicles, boats and snowmobiles. Advertising for LCBO is done by The Communiqué Group of Toronto.