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The National Football League and Coors 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. Throughout the 2006/07 NFL season, each team offered
fans the opportunity to pledge to be a designated driver at the home stadium of their favorite NFL team. At
the end of the season, each NFL team selected one fan to be their designated driver of the 2006/07 season.
Nearly 100,000 fans across the league participated in this life-saving program. The designated drivers of the season for
the two teams that competed in Super Bowl XLI attended the game (including transportation and hotel accommodations) compliments
of TEAM Coalition and the NFL. The designated driver for the season from the Chicago Bears was Eric Abel. And the
designated driver for the season from the Indianapolis Colts was Steven Benson.
Another prize was awarded to one of the designated drivers of the season whose team did not compete in the Super Bowl.
The designated driver of the season for the Detroit Lions, Wendy Cammet, received a trip
to the 2007 Pro Bowl in Honolulu, HI.
View PHOTOS from Super Bowl XLI
View VIDEOS from Super Bowl XLI
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 Football League
- Coors Brewing Company
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: NFL, Coors and TEAM invite fans to earn valuable rewards for demonstrating responsible behavior three different ways:
- At the NFL Experience at Dolphin Stadium in Miami, FL, over 4,000 fans made the Responsibility Has Its Rewards pledge to always have a designated driver,
never drive drunk, and always buckle up, 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 NFL team and their promise to
always have a designated driver and always buckle up. Fans made over 400 videos. Public Service Announcements for NFL
teams will be produced from the videos. See the videos online.
- Ten designated driver booths were staffed at Super Bowl XLI throughout Dolphin Stadium. Over 1,500 fans made the pledge to stay sober and get their
friends and family home safely from the game. Everyone who pledged received a free soft drink or Coors N/A compliments of Boston Culinary Group and Coors.
WHERE: NFL Experience and Super Bowl XLI at Dolphin Stadium in Miami, FL
WHEN: Friday, January 26, 2007 through Sunday, February 4, 2007
National Football League: The NFL is proud of our history of giving, and we are committed to having a positive impact for generations to come.
www.nfl.com
Coors Brewing Company: 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.
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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