May 18, 2006
New sober driving campaign encourages drinkers to leave their cars overnight
Toronto, Ontario – The Liquor Control Board of Ontario (LCBO) and Mothers Against Drunk Driving (MADD) Canada are launching a new social responsibility campaign today as Ontarians head into the first long weekend of the summer, when police traditionally see a spike in the number of alcohol-related motor vehicle incidents.
The campaign consists of two related television commercials that provide workable solutions for the situations people face at the end of an evening of socializing and drinking. The spots use evocative music and play on the relationship people have with their cars. The commercials are support by print ads in the LCBO’s Food & Drink magazine, and in French community newspapers. It is the eighth time MADD Canada has partnered with the LCBO.
The commercials will air during the week leading up to each long weekend this summer, and again from mid-November until December 31.