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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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The National Basketball Association and Anheuser-Busch 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 VIDEOS from NBA Jam Session
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
FAMILY MESSAGE: Buckle Up - Every Trip, Every Time™
ADULT MESSAGE (OVER 21 YEARS OLD): Fans Don’t Let Fans Drive Drunk™
RHIR PARTNERS INCLUDE:
- National Basketball Association
- Anheuser Busch
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: NBA, Anheuser-Busch and TEAM invited fans to make the Responsibility Has Its Rewards pledge to always have
a designated driver, never drive drunk, and always buckle up and earn valuable rewards:
- At the NBA Jam Session at the Mandalay Bay Convention Center, nearly 5,000 fans made the
Responsibility Has Its Rewards pledge and received a souvenir photo with a branded frame including the campaign
partners' logos and the campaign's responsibility message.
- Fans also filmed their own responsibility message naming their favorite NBA team and their promise to
always have a designated driver and always buckle up. Fans made over 400 videos. Public Service Announcements for NBA
teams will be produced from the videos. See the videos online.
WHERE: NBA Jam Session at Mandalay Bay Convention Center in Las Vegas, NV
WHEN: Thursday, February 15, 2007 through Monday, February 19, 2007
National Basketball Association: www.nba.com
Anheuser-Busch: Budweiser Good Sport is a comprehensive action plan for influencing fan behavior
at sporting events. Anheuser-Busch developed the program in 1986 to help stadium operators, team owners
and concessionaires promote positive fan behavior, responsible drinking and the use of designated drivers
at sporting venues. www.beeresponsible.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. The USDOT NASCAR traffic safety
alliance leverages the national organizations combined resources to encourage all race fans to
take the same common sense approach to auto safety that NASCAR follows on the track. 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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