Labatt prepares Make a Plan awareness campaign
By Adnews Staff
Labatt Breweries of Canada will begin a responsible-use campaign on Sept. 1 called “Make a Plan.” The aim of the campaign is to reduce the incidence of drinking and driving among young adults. The initiative consists of a new website at <http://www.makeaplan.ca>, supported by billboard advertising and educational materials. The creative offers advice on ways to get home safely, be a good host and select a designated driver. The tips are illustrated with artwork created by Canadian college and university students. The billboards feature images of the children of Labatt employees. The supporting materials, including a party guide, will be distributed on school campuses. “Make a Plan takes a pragmatic but entertaining approach to protecting those most at risk of drinking and driving, young adults aged 19 to 25,” said James Villeneuve, vice-president of corporate affairs at Labatt. “The goal is to revitalize the designated driver concept, while also promoting other options that will help Canadians plan ahead and have fun safely. Our research tells us people still think a designated driver is important, but not a panacea. Canadians of all ages, both urban and rural, have expressed a strong desire for multiple options to ensure a safe evening out.” The campaign will run in major Canadian cities nationally through the fall.