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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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In 2005, TEAM Coalition worked in conjunction with the Michigan Office of Highway Safety
Planning and RADD, The Entertainment Industry’s Voice For Road Safety, to promote traffic
safety messages at high profile sporting events in Michigan. At both the MLB All-Star Game
Fan Fest on July 9, 2005 and the NASCAR Nextel Cup Marketplace 400 at the Michigan
International Speedway on August 21, 2005, fans had an interactive opportunity to promote
traffic safety. It is our goal to include a similar opportunity as part of the NFL Experience
for Super Bowl XL® in Detroit the first week in February 2006.
View the HIGHLIGHT REEL from Super Bowl XL
View the Super Bowl XL FANS MESSAGES
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
MI OHSP RHIR Adult MESSAGE (21+): Fans Don’t Let Fans Drive Drunk™
MI OHSP RHIR Family MESSAGE (underage): Buckle Up every trip, every time™
RHIR MICHIGAN PROGRAM PARTNERS INCLUDE:
- NFL National Football League
- Coors Coors Brewing Company
- MI OHSP Michigan Office of Highway Safety Planning
- 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
- 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.
WHO: Fans and the Community
WHAT: MI OHSP, NFL, RADD, TEAM and NHTSA invite fans to tape their own traffic safety
message. Fans read a pre-defined script (see below) from a teleprompter and come away from the
experience with a VHS copy of their message. Fans’ messages may be selected to be included in a
traffic safety message, public service announcement and/or vignette. Local media may be invited
to participate and support.
WHERE: NFL Experience
WHEN:
- Wednesday, February 1st, RHIR Photos
- Thursday, February 2nd, RHIR Photos
- Friday, February 3rd, Photos and Custom RHIR Traffic Safety Message taping
- Saturday, February 4th, RHIR Photos
RHIR SWEEPSTAKES: The Super Bowl effort is part of the NFL-TEAM season-long Responsibility
Has Its Rewards promotion at every NFL stadium nationwide, including Ford Field. This promotion
provides a value-added layer to existing designated driver programs at the stadiums sponsored by
brewers and concessionaires. Fans who pledged to be designated drivers at NFL games were eligible
to enter a drawing to be selected as the team’s designated driver for the season. The designated
drivers of the season from the Pittsburgh Steelers, Molly McKenney, and Seattle Seahawks,
John Aykens, were each rewarded with a trip to Super Bowl XL, including two tickets to the
game, airfare, and hotel accommodations in Detroit. In addition, the designated driver for the
season from the New Orleans Saints, Patricia Mansker, was chosen at random to attend the
2006 NFL Pro Bowl in Honolulu, Hawaii.
ACTIVITIES:
- At the NFL Experience (Booth #107) at COBO Center, Michigan Office of Highway Safety
Planning (OHSP), the NFL, Coors Brewing Company, TEAM, RADD: The Entertainment Industry’s
Voice For Road Safety and the National Highway Traffic Safety Administration (NHTSA)
remind Super Bowl fans to act responsibly by designating a sober driver.
- Hundreds of fans visited the RHIR booth on Wednesday and Thursday, joining online
entrants into the Michigan state-wide RHIR promotion to win a VIP Super Bowl package.
The lucky winner, Jeff Cheney, was selected on Thursday night to receive the coveted prize
package including two (2) tickets to the Super Bowl, as well as an invitation to the private
Coors Super Bowl party. Jeff and his lucky guest will join athletes, celebrities and
dignitaries, including Hollywood Records recording artist and RADD celebrity messenger
Josh Kelley, NFL players and other VIP guests at this exclusive Coors event.
- Fans attending the NFL Experience today between the hours of 3pm and 8pm will all have
the opportunity to film their own custom traffic safety messages, promoting key RHIR messages;
Fans Don’t Let Fans Drive Drunk and Buckle Up, Every Trip, Every Time.
- Fans can participate in the designated driver program at Super Bowl XL by pledging to stay
sober and make sure everyone in their group gets home safely at one of the seven guest services
locations at Ford Field. The designated driver program is sponsored by Coors, TEAM, NFL, Michigan
OHSP as well as Levy Restaurants – the concessionaire at Ford Field.
# # #
MI OHSP: Mission is to save lives and reduce injuries on Michigan roads through leadership,
innovation, facilitation, and program support in partnership with other public and private organizations. www.michigan.gov/msp
NFL: National Football League is proud of our history of giving, and we are committed to
having a positive impact for generations to come. www.nfl.com
Coors: Coors Brewing Company is a subsidiary of Molson Coors Brewing Company,
(NYSE, TSX - TAP). It is the third largest brewer in the U.S. The company’s U.S. brands include
Coors Light, Molson Canadian, Coors, Aspen Edge, Killian’s Irish Red, Keystone, Blue Moon,
Coors NA and Zima XXX. www.molsoncoors.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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