LCBO AND MADD WEARING RED RIBBONS
By Adnews Staff
The Liquor Control Board of Ontario is supporting MADD's (Mothers Against Drunk Driving) Red Ribbon project this holiday season. Throughout the month of December, all 599 LCBO stores across Ontario will display Red Ribbon donation boxes at checkout counters. The boxes offer customers the campaign's signature red ribbon for display on the outside of vehicles. Both LCBO and MADD are further reinforcing responsible drinking through the "Drinking and Driving is no Accident" billboard advertising campaign that is currently running throughout the province until mid-January. The campaign, LCBO's first outdoor ad blitz, includes three-dimensional billboards featuring full-color images of crashed cars, sport utility vehicles, boats and snowmobiles. The campaign also includes the re-launching of LCBO's 90-second cinema commercial "How far will you let drinking take you?". The spot will be seen on 356 movie screens from mid-December to mid-January. Advertising for LCBO is done by Communiqué of Toronto.