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The National Football League and Coors Brewing Company along with the Arizona Office of Highway Safety and the HERO Campaign 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 2007/08 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 2007/08 season.
120,000 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 XLII attended the game (including transportation and hotel accommodations) compliments
of TEAM Coalition and the NFL. The designated driver for the season from the New York Giants was Jonathan Zeichner. And the
designated driver for the season from the New England Patriots was Christina Alavian.
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 Philadelphia Eagles, Nicole Fryer, received a trip
to the 2008 Pro Bowl in Honolulu, HI.
View PHOTOS from Super Bowl XLII
View VIDEOS from Super Bowl XLII
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
FAMILY MESSAGE: Buckle Up - Every Trip, Every Time™
ADULT MESSAGE (OVER 21 YEARS OLD): Be a HERO, Be a Designated Driver™, Fans Don’t Let Fans Drive Drunk™
RHIR PARTNERS INCLUDE:
- National Football League
- Coors Brewing Company
- Arizona Highway Office of Highway Safety
- HERO Campaign
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: NFL, Coors, AZ OHS, the HERO Campaign and TEAM invite fans to earn valuable rewards for demonstrating responsible behavior three different ways:
- At the NFL Experience at University of Phoenix Stadium in Glendale, AZ, over 3,000 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 300 videos. Public Service Announcements for NFL
teams will be produced from the videos. See the videos online.
- Volunteers from Crescent Distributing (the local Coors Brewing Company distributor) staffed six designated driver booths at Super Bowl XLII. The HERO Campaign Brigade
helped hundreds of fans pledge to stay sober and get their friends and family home safely from the game. Everyone who pledged received a free soft drink
compliments of Centerplate and Coors. Check out photos of the HERO Campaign Brigade in action!
WHERE: NFL Experience and Super Bowl XLII at University of Phoenix Stadium in Glendale, AZ
WHEN: Friday, January 25, 2008 through Sunday, February 3, 2008
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
Arizona Office of Highway Safety: State body dedicated to improving highway safety in the state of Arizona. www.azohs.gov
HERO Campaign: The purpose of the HERO Campaign is to encourage people to participate in designated driving programs throughout our
state and nation. In cooperation with schools, businesses, law enforcement agencies, and other community-based organizations, we ask you to
help keep drunk drivers off our highways. www.herocampaign.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 2007 NATIONAL DATA:
- In 2007, 12,998 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 3.7% from the 13,491 fatalities in 2006
- 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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