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LCBO continues Deflate the Elephant campaign

The Toronto-based LCBO has begun a holiday season phase of it ongoing social responsibility campaign called "Deflate the Elephant." The campaign, developed by One Advertising of Toronto, is intended to encourage consumers to stop friends or family members from drinking and driving. During each Saturday night in December, a collection of branded taxis will travel the downtown areas of Toronto and Hamilton. Consumers who hail the taxis will receive the first $10 of their ride for free. The vehicles incorporate interior and exterior advertising carrying the message that drinking and driving should never be the elephant in the room. Additional campaign elements include online advertising, social media activities, in-store materials and a website at <http://www.deflatetheelephant.com>. Media planning and buying for the campaign was handled by ZenithOptimedia. "The medium is the message," said Bill Kennedy, executive director of corporate communications at the LCBO. "Select cabs which offer the $10 discount feature a deflated 3D elephant stuffed into a cab's roof topper. This mirrors the TV and print ads which show an elephant inflating in a room when people ignore those drinking who plan on driving. The elephant in the room is only deflated when people speak up."

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