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LCBO resumes Deflate the Elephant campaign
The Liquor Control Board of Ontario has resumed its annual "Deflate the Elephant" campaign promoting responsible drinking during the holiday season. The campaign includes a 30-second television commercial, online advertising, print ads in the LCBO magazine Food & Drink, social media activities and a website at Deflatetheelephant.com. The campaign this year also includes a contest component called "Speak Up and Win," conducted in association with Kia Canada. Consumers can enter the content through a Facebook page for a chance to win the use of a 2014 Kia Rondo for one year. The campaign, developed by One of Toronto, will run until Jan. 4.
"The Deflate the Elephant campaign acknowledges that drinking and driving can be the elephant in the room, an awkward topic to deal with in social situations," said LCBO president and CEO Bob Peter. "With the holiday entertaining season in full swing, LCBO is providing practical advice and tools to help people entertain responsibly. We're pleased to partner with Kia Canada this year to encourage people to plan ahead and to speak up against impaired driving."