Beer & A Better World - Anheuser-Busch InBev

Promoting ways to get home safely after a night out is the
focus of the national Make a Plan campaign. The program
reminds parents to plan ahead before heading out and
focuses on using a designated driver or finding an alternate
way home if they are unfit to drive.
that promote responsible use of alcohol in and
around water, as well as in the backcountry. We
also have a comprehensive server education
program. Alcohol licensees are trained at Labatt
facilities to learn how to prevent overconsumption
as well as drinking and driving.
Since the mid 1980s, public awareness and
concern have increased significantly for the most
visible form of alcohol misuse — driving while
impaired. This period, which spans more than two
decades, coincides with increasingly focused and
high-profile moderation and responsible enjoyment
campaigns developed and implemented
by Labatt. We believe these initiatives have
contributed significantly to more mature public
attitudes about drinking and driving.
Creating a new focus: Make a Plan Campaign
Several startling statistics have made us realize
that the issue of drunk driving remains a major
concern. Research gave us the impetus for our
Make a Plan campaign, that provides people with
useful suggestions for planning ahead so they
can enjoy themselves responsibly. It was a bold
new strategy when we introduced it in 2007,
and it remains so today. It gives people commonsense
ideas that they can put to use to ensure
they get home safely.
For young adults, Labatt developed and launched
a cool, fun, interactive Web site (www.makeaplan.
ca). It gives visitors a battery of helpful hints so
they can have an enjoyable, spontaneous evening
out and always have a safe way home.
After years of focusing on 19- to 24-year-olds,
Labatt also decided to dedicate additional
spending and resources to target parents. We
purchased transit shelter advertising across the
country to remind parents to plan ahead — if not
for themselves, then for the sake of their children.
Focus group sessions confirmed that our audience
was receptive to these messages, that they
expect such messages from a brewer, that they
think better of us for sponsoring them, and that
it makes them think beforehand about how they
should behave in risky situations. Research also
confirmed that the advertising campaigns were
being noticed.
As a testament to the success of Labatt’s
moderation efforts, we have seen a steady
decline in the incidence of impaired driving over
the past decade. Obviously, other factors have
contributed to this decline, but we think it’s fair
to say that the Labatt moderation program has
played a key role.
Global Citizenship Report 2008-2009 | 57