Labatt breaks Take the Pledge campaign
By Adnews Staff
Labatt Breweries of Canada has begun a new moderation campaign called "Take the Pledge." The national initiative includes billboards and street ads depicting people in unexpected situations that require them to drink responsibly. The ads depict people in unlikely places such as the back of a statue, a park slide and a tree branch. The ads will run until December in major cities, directing consumers to a Facebook page at which they can sign a personal pledge to not drink and drive. For each pledge, Labatt will donate one dollar to the True Patriot Love Foundation in support of Canadian military families. At intervals during the campaign, public figures will public take the pledge to raise awareness of the program. Participants include race car driver Paul Tracy, General Rick Hillier, figure skater Elizabeth Manley, television personality Brett Wilson, Minister of Defence Peter MacKay, and musician Tyler Armes. "We think the approach we're taking will prompt people to consider all options before getting behind the wheel, and we are eager to partner with the True Patriot Love Foundation," said Charlie Angelakos, vice-president of corporate affairs at Labatt. "We believe there is a link between TPL and Canadian Forces personnel, and the objectives of our responsible use campaign, and that is a commitment to safe communities."