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MADD Canada, LCBO begin long weekend campaign

The Liquor Control Board of Ontario and MADD Canada broke a new ad campaign in that province yesterday in advance of the first long weekend of the summer. The campaign consists of two television commercials called “Lonely” and “Reunited.” The ads depict ways of handling driving situations that can arise at the end of an evening which has included drinking. Both use the copy, “Any way you can stop a friend from drinking and driving is the right way.” The commercials are supported by print ads in the LCBO’s Food & Drink magazine and a number of French-language community newspapers. “This is the eighth campaign we've partnered with LCBO, and we are impressed with the innovative direction it takes to encourage friends to look out for each other,” said Andrew Murie, chief executive officer of MADD Canada. “Summer brings more parties and, sadly, more alcohol-related crashes on our roads and waterways. This campaign encourages people to use practical solutions that fit with real world situations.” The commercials will run during the week prior to each long weekend over the summer, and again from mid-November until the end of December. They are aimed primarily at men between the ages of 25 and 54. A contest component will take place in November, the winner of which will receive a vehicle from Smart Canada. The campaign was created by Due North Communications.

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