Drunk driving remains a major problem in the US today and the beer industry knows it.
In the last ten years, alcohol-impaired fatalities on the road have leveled at around 10,000 fatalities annually, but that’s still too many. And new data suggests that this number has recently increased making it even more urgent to address this preventable problem.
On September 14, Anheuser-Busch, Mothers Against Drunk Driving (MADD), and Uber announced the launch of a groundbreaking coalition aimed at bringing an end to drunk driving. The coalition kicks off with its inaugural campaign – Decide to Ride, a new initiative focused on changing consumer behavior to prevent drunk driving.
The alliance leverages each partner’s unique capabilities – Anheuser-Busch’s large consumer base, Uber’s vast network, and MADD’s historic efforts to encourage consumers to plan ahead and decide to ride.
Decide To Ride will approach this effort through a broad spectrum of digital, print and out-of-home advertising, in addition to Uber discounts in key markets for riders looking for a ride home.
Targeting consumers where they live via Instagram, Spotify, Facebook and Pandora, the Decide To Ride coalition will remind those out on the town to be smart “if you drink, don’t drive.”
The campaign will also debut at regular season NFL games both in-stadium and in broadcast. Additional support will come from NFL teams and players joining forces in spreading this important message to fans around the country.
“On behalf of Anheuser-Busch and our more than 19,000 employees across the country, we are incredibly proud of this monumental partnership,” said Cesar Vargas, Anheuser-Busch Chief External Affairs Officer….“We pride ourselves on our innovative approach to connecting with consumers, and nowhere is that more evident or important than in our work on drunk driving prevention, which started with our first campaign nearly 40 years ago.
With MADD, Uber, and Anheuser-Busch joining forces, this coalition aims to take a fresh and innovative approach to reaching consumers before they even take their first sip in an effort to end alcohol-impaired driving fatalities and advance tangible solutions to combat the problem.
“This partnership is an exciting development because by working together we can make a greater impact,” Vargas added, “while complementing the various initiatives and campaigns we each support to help put a stop to alcohol-impaired driving.”