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Lowe’s Motor Speedway, Miller Brewing Company and the City of Charlotte, N.C. are proud to
join forces with the National Highway Traffic Safety Administration ( NHTSA), The National
Association for Stock Car Auto Racing (NASCAR), RADD, The Entertainment Industry’s Voice
For Road Safety and TEAM Coalition Techniques for Effective Alcohol Management on the
Responsibility Has Its Rewards (RHIR) national campaign. The US Department of
Transportation–NASCAR Automobile Safety Alliance leverages their combined national resources
to encourage all race fans to take the same common sense approach to auto safety that NASCAR
follows on the track. The RHIR traffic safety campaign extends the reach of the alliance
and includes community outreach events, Public Service Announcements (PSAs), promotional
opportunities with various NASCAR drivers, teams, tracks and sponsors, as well as offers a
training component for all speedway employees in responsible alcohol consumption and
positive fan behavior. RHIR Program national partners include the beer Industry,
concessionaires, and major sports leagues.
(l to r: Christy Verbosky and Jill Pepper, TEAM Coalition; Amy Skoug, Miller Brewing Company)
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
Lowe's RHIR Adult MESSAGE (21+): Fans Don’t Let Fans Drive Drunk™
LOWE'S PROGRAM PARTNERS INCLUDE:
- NASCAR
- Lowe's Motor Speedway
- Miller Brewing Company
- TEAM Coalition Techniques for Effective Alcohol Management
- RADD The Entertainment Industry’s Voice For Road Safety
US DOT / NHTSA 2004 NATIONAL DATA:
- In 2004, 16,694 people were killed as a result of alcohol-related car crashes
- 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.
- Top prevention tips -- designate a sober driver and always wear a safety belt
WHO: Fans and the Community
WHAT: Adult fans participated by signing up and committing to be a sober Designated
Driver and to Buckle Up. Every Trip, Every Time.
REWARD: Designated Drivers, who signed up Friday and Saturday, were entered into
the weekend drawing to win a RHIR VIP package to a 2006 NASCAR race at Lowe’s Motor Speedway.
WHERE: The RHIR Miller Designated Driver booth was located in the southeast corner
of the souvenir lot at the NASCAR Busch Dollar General 300 and the NASCAR NEXTEL Cup Series,
UAW GM 500, Lowe’s Motor Speedway, Charlotte, NC.
WHEN: Friday and Saturday, October 14th- 15th, 2005
WINNERS:
- Steve Cole of Hickory, NC won tickets to next year’s NASCAR race at Lowe’s Motor Speedway
- Sherri Rasmussen of Canal Winchester, OH won the Rusty’s Last Call Miller Lite patio bar set
RESULTS:
- On Friday October 14th, 266 fans pledged to be the designated driver for their group
- On Saturday October 15th, 685 fans pledged to be the designated driver for their group
- 951 NASCAR fans participated in the program at Lowe’s Motor Speedway
- Sherri Rasmussen of Canal Winchester, OH was selected from those that pledged on Friday October 14th as the designated driver of the race who won a “Rusty’s Last Call Miller Lite” patio bar set
- Steve Cole of Hickory, NC was selected from those that pledged on Saturday October 15th as the designated driver of that race who won two tickets to next year’s NASCAR race at Lowe’s Motor Speedway
- 400 photo frames with Polaroid pictures were given away (including logos of all partner organizations)
- 400 TEAM Coalition “Responsibility Has Its Rewards” lip balms were given away
- 1,500 “Rusty’s Last Call Miller Lite” key chains were given away
QUOTES:
MILLER BREWING COMPANY: “In this day and age, there simply is no excuse for drunk driving. Miller Brewing
Company is proud to support initiatives like the TEAM Coalition that make designated driver programs
available at NASCAR and other sporting events around the country,” said Kristin Kaplan Wolfe,
Director – Alcohol Responsibility Initiatives. “When people take advantage of these programs or
simply take personal responsibility to heart, we can prevent unnecessary tragedies involving those we love the most.”
LOWE’S MOTOR SPEEDWAY: "Racing is a family sport and we strive to make events at Lowe's Motor Speedway
entertaining, fun and safe for the entire family," said H.A. "Humpy" Wheeler, president and
general manager of the legendary 1.5-mile superspeedway. "The Miller Live Responsibly designated
driver booth program shows our customers how seriously we take responsibility, and we are
pleased to report that not a single alcohol-related traffic incident occurred at the speedway
during the entire race weekend."
CITY OF CHARLOTTE, NC: “Racing is one of those special sports that gets people’s adrenaline going,
from the roar of the engines to the speed of the cars. However, the sport also shows us that safe and
sober drivers are the only ones who are allowed on the track, much like safe and sober drivers are the
only ones who should be on our local roads and interstate highways,” said Mayor Pat McCrory, City of
Charlotte. “The ‘Responsibility Has Its Rewards’ campaign is the right reminder of the responsibility
we all have when we get behind the wheel – and to ensure we live to see and enjoy the next race.”
TEAM: “TEAM Coalition views fan safety as one of the top priorities for all sports leagues,
that’s why we endorsed the Responsibility Has Its Rewards campaign – to recognize fans who choose
to designate a sober driver,” said Kevin Hallinan, Senior Vice President of Security and Facility
Management for MLB and Chairman of TEAM Coalition. “We are confident that with NASCAR’s involvement,
even more fans will become aware and participate in this life-saving program.”
NHTSA: “We share a similar mission with NASCAR – automobile safety," said Jacqueline Glassman,
Acting Administrator for NHTSA. "NASCAR and Lowe’s Motor Speedway continue to lead the pack when it
comes to promoting responsible behavior and automobile safety at the race track and on our highways.
Our message this weekend and every day is simple - Fans Don't Let Fans Drive Drunk - Designate a Sober Driver."
# # #
NASCAR: began in 1948, is the sanctioning body for one of America's premier sports. NASCAR is
the #1 spectator sport – holding 17 of the top 20 attended sporting events in the U.S., the #2 rated
regular season sport on network TV with broadcasts in 150 countries and has 75 million fans who
purchase over $2 billion in annual licensed product sales. These fans are the most brand loyal in all
of sports and as a result, more Fortune 500 companies participate in NASCAR than any other sport.
Lowe’s Motor Speedway: www.lowesmotorspeedway.com
City of Charlotte, N.C.: www.charmeck.org
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
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.com
RADD: ‘The Entertainment Industry’s Voice for Road Safety’, is an internationally recognized
non-profit organization that empowers celebrities and media partners to create positive attitudes
about road safety. Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe
driving through control behind the wheel, making responsible behavior the norm. RADD’s messages are
non-judgmental, hip and positive. www.radd.org
TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities,
concessionaires, 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
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