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"The nation’s brewers have consistently demonstrated a commitment to responsible alcohol consumption and the efforts of the TEAM Coalition in stadiums across the country."
--- Jeff Becker, President, Beer Institute
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Miller Brewing Company are proud to join forces with the National Highway Traffic
Safety Administration (NHTSA) and Techniques for Effective Alcohol Management
Coalition (TEAM) on the Responsibility Has Its Rewards (RHIR) national campaign.
View English PSA from the CONCACAF 2007 Gold Cup
View Spanish PSA from the CONCACAF 2007 Gold Cup
View VIDEOS from the CONCACAF 2007 Gold Cup
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
FAMILY MESSAGE: Respect the Road and Buckle Up - Every Trip, Every Time™
ADULT MESSAGE (OVER 21 YEARS OLD): Fans Don’t Let Fans Drive Drunk™
RHIR PARTNERS INCLUDE:
- Miller Brewing Company
- NHTSA (National Highway Traffic Safety Administration)
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: Miller Brewing Company, NHTSA and TEAM invited fans to make the Responsibility Has Its Rewards pledge to Live Responsibly and always have
a designated driver, never drive drunk, respect the road and always buckle up. Fans filmed their own responsibility messages
showing their love for the Gold Cup and their promise to
always have a designated driver and always buckle up. Fans made nearly 30 videos. Two Public Service Announcements
were produced from the videos. English PSA
- Spanish PSA
WHERE: 2007 Gold Cup game at Home Depot Center in Carson, CA
WHEN: Thursday, June 7, 2007
Gold Cup: CONCACAF Gold Cup
Miller Brewing Company: Responsibility has been an integral part of our business strategy
and corporate values for decades. We are committed to doing our part to reduce drunk driving,
prevent underage access and promote responsible decision-making by legal drinking age consumers.
We also strive to be an active, positive corporate citizen in the communities in which we live
and work, engaged in activities that make a real difference in people's lives. www.millerbrewing.com.
TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities,
concessionaires, stadium service partners, the beer industry, broadcasters, governmental traffic
safety experts, and others working together to promote responsible drinking and positive fan behavior
at sports and entertainment facilities. www.teamcoalition.org.
NHTSA: (The National Highway Traffic Safety Administration), under the U.S. Department of
Transportation (DOT), was established by the Highway Safety Act of 1970, as the successor to the
National Highway Safety Bureau, to carry out safety programs under the National Traffic and Motor
Vehicle Safety Act of 1966 and the Highway Safety Act of 1966. www.nhtsa.gov
US DOT / NHTSA 2005 NATIONAL DATA:
- In 2005, 14,539 people were killed as a result of alcohol-related (BAC > 0.08) car crashes
- Many, if not most of those lives would have been saved if people did not drive
when they were impaired by alcohol or if they used sober, designated drivers or if
they simply wore their seat belts.
- Statistics and research clearly show that 21-34 year old males are the demographic
most likely to be involved in an automobile crash, drive when impaired by alcohol, and
fail to buckle up.
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