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LCBO begins Deflate the Elephant campaign

The LCBO has begun a responsible use campaign called "Deflate the Elephant" for the holiday season. The campaign depicts the subject of drinking and driving as an "elephant in the room" that is awkward to speak about at a party or social gathering. The initiative is based on an online game at <>. The game presents a series of situations in which the player must prevent a friend from drinking and driving. If the player makes the wrong choices, the elephant in the room will grow larger. The site is being supported with two 15-second television commercials that will air through December. The campaign also includes print ads in Food & Drink magazine and online ads, as well as in-store materials at LCBO locations. "The LCBO has always encouraged customers to serve and consume our products in moderation," said LCBO President and CEO Bob Peter. "It's a responsibility we take very seriously. That's why it's important to look for new, effective ways to help prevent drinking and driving. We believe this campaign will help customers be responsible hosts and help ensure their guests get home safely this holiday season and year-round."

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