Drunk driving remains a major problem in US that can get worse during college football season, and the nation’s #1 brewer wants to do something about it.
To address the problem Anheuser-Busch has joined forces with Mothers Against Drunk Driving (MADD), and ridesharing platform, Uber and extended their joint Decide to Ride campaign to college campuses, with the aim of preventing drunk driving on football game days this fall.
Expanding the campaign which was first introduced in 2021 to college campuses reflects the coalition’s strategic approach to combatting drunk driving amongst the most at-risk demographics. And college kids definitely fit that “at-risk” demographic especially on “Game Day.
According to internal research developed by the coalition, “consumers who are aware of the campaign are 40 percent more likely to avoid drunk driving by using a ridesharing app to get safely to and from their destinations.
Anheuser-Busch, MADD, and Uber formed this first-of-its-kind coalition with the launch of its Decide to Ride campaign and a clear reminder to consumers that “If You Drink, Don’t Drive. Decide to Ride.”
Just last year, through partnerships with 22 professional sports teams and 5 Live Nation venues, the coalition encouraged countless attendees at sports games, concerts, and festivals nationwide to sign its pledge to Decide to Ride.
Nearly 12,000 consumers demonstrated responsible drinking by redeeming Uber ride-share discount codes offered through the campaign to take advantage of the safe ride-sharing option.
Building on these successes, the coalition is partnering with colleges and universities nationwide this fall to encourage them to plan ahead for a safe ride if they plan to drink on game days.
Throughout the college football season, the coalition and Anheuser-Busch wholesaler partners will be activating the Decide to Ride campaign in college communities around game days using signage, and media promotions both on campus and in stadiums.
“Anheuser-Busch has been promoting a culture of responsible drinking for over a century, and we know there is still more to be done, “said Anheuser-Busch Chief External Affairs Officer Cesar Vargas. “To ensure a future with more cheers for all, it’s imperative that we help college football fans get home safely. That’s who we are, and that’s what this coalition is all about.”
(All image credits: Anheuser-Busch)