Toronto, Ontario – Labatt Breweries has launched its new campaign, Take the Pledge, to help combat drinking and driving.
The campaign includes billboard and street-level ads across Canada that humorously depict people sleeping in a variety of places, including on a statue, a park slide and tree branch, rather than driving after having consumed alcohol.
Aimed primarily at young Canadians of legal drinking age, but appealing to all consumers, Take the Pledge asks people to sign a pledge that they will not drink and drive. Several public figures are lending their support, including race car driver Paul Tracy, General Rick Hillier, Ontario premier Dalton McGuinty and goaltender Martin Brodeur.
The pledge can be signed at Labatt’s Facebook page. For each pledge, Labatt will donate $1.00 to the True Patriot Love Foundation in support of Canadian military families, and will donate an additional $1.00 if signers share the link with friends.