Drunk driving remains a major problem in US that understandably gets worse during the summer months.
To address the problem Anheuser-Busch, the nation’s #1 brewer has joined forces with Mothers Against Drunk Driving (MADD), and ridesharing platform, Uber and is returning an expanded campaign that was so successful in 2021.
Teaming up with local sponsorship partners, including professional sports teams and concert venues, the coalition is once again targeting drunk driving by sharing a key message for consumers – “If You Drink, Don’t Drive. Decide to Ride.”
Consumers who are aware of the campaign are over 40 percent more likely to use a ridesharing app to avoid alcohol-impaired driving, according to Anheuser-Busch’s internal campaign research.
“With the increased risk of drunk driving during the 100 days between Memorial Day and Labor Day, it’s more important than ever to expand our Decide to Ride message across the United States,” said Colleen Lucas, Vice President of Corporate Social Responsibility at Anheuser-Busch.
“As consumers come together to raise a glass with family and friends this summer, we will leverage our local partnerships to encourage everyone to ‘Decide to Ride’ before they even take the first sip.”
The campaign efforts this summer will primarily focus on Denver, Colorado; St. Louis, Missouri; Buffalo, New York; Washington, DC, Houston, Texas; Cincinnati, Ohio; Las Vegas, Nevada; and Atlanta, Georgia mobilizing Anheuser-Busch’s network of more than 450 wholesalers nationwide to execute on-the-ground efforts in their communities.
In each market, the campaign aims to raise awareness and provide opportunities to choose rideshare options over drunk driving – including digital and print and advertising, signage at bars and restaurants, and partnerships with Major League Baseball and Live Nation venues.
And Uber is offering discounts to help consumers plan ahead for a safe ride to and from summer holiday celebrations.
“Studies prove that Uber can help reduce drunk driving fatalities in our communities,” said Kristin Smith, Head of Road Safety Policy at Uber. “The months between Memorial Day and Labor Day – also known as the 100 Deadly Days of Summer – are an especially dangerous time of year for drivers, which is why the Decide to Ride campaign is more important than ever.
(All image credits: Anheuser-Busch)