E-Malt.com News article: 2247

USA: Anheuser-Busch announced on February 25 that it unveils new alcohol awareness campaign. One of the most-watched television events of the year will be the stage for the introduction of a new spot from Anheuser-Busch in the fight against underage drinking, part of the company’s latest alcohol awareness campaign, “Responsibility Matters,” the company reported in a press release. The brewer will unveil the new ad during the telecast of the 76th Annual Academy Awards ceremony Feb. 29, 2004.

The 30-second commercial, entitled “What A Night,” begins with three moms talking about what their sons are doing together that evening. One mom thinks they went out for pizza, one thinks they’re playing basketball, and one thinks they’re at the movies. It turns out the boys actually did all three activities during the evening -- reinforcing that when parents talk with their children and are involved in their lives, kids will make smart choices, including not drinking when they’re underage.

This is the second spot in the new “Responsibility Matters” campaign. The first ad featured country singer Tim McGraw and the L.A. Lakers’ Rick Fox envying the special attention a designated driver receives. It aired during the 2004 Super Bowl broadcast.

“The new theme says in a few words what research, practical experience and common sense say are most important in addressing all forms of alcohol abuse -- responsibility matters,” said John Kaestner, vice president of Consumer Affairs at Anheuser-Busch.

Kaestner explained that efforts that have urged greater personal responsibility are paying off. He noted that according to the U.S. Department of Transportation, drunk- driving fatalities among adults have declined 37 percent since 1982. Among teens, drunk-driving fatalities plunged 61 percent since 1982. Further, 82 percent of adolescents are doing the right thing by not drinking, according to the U.S. Department of Health and Human Services.

Kaestner also explained that Anheuser-Busch has promoted responsibility messages for nearly 100 years, beginning with an ad that ran in 1914 with the message “Budweiser means moderation.”

Over time, Anheuser-Busch and its network of more than 600 beer distributors have implemented a wide range of educational efforts to fight abuse. In 1985, the company became the first in the brewing industry to bring responsibility messages to network television with its “Know When To Say When” campaign, which encouraged adults to drink responsibly.

Anheuser-Busch’s newest alcohol awareness initiative, “Responsibility Matters,” reinforces and encourages adults to drink moderately, designate a driver or call a cab if they may have had too much to drink, and talk to their children about underage drinking. The new ads were created by DDB Chicago and will appear in national prime time network, cable programs and in sports programming. Radio, print and billboard ads are also part of the campaign.

Kaestner explained that Anheuser-Busch distributors also play a key role in fighting abuse through implementing effective community-based programs. They implement efforts to help train bartenders, waitresses, convenience store clerks and others in proper serving techniques and how to handle check IDs to prevent illegal sales. In addition, distributors bring speakers to high schools and colleges to talk with young people about making smart, safe decisions and respecting themselves and the law. Distributors also provide educational materials free of charge to parents of middle, high and college-age children to help them initiate discussions about drinking.

“There is no doubt that our efforts have helped promote responsible drinking among adults, as well as encouraging parents to sit down with their children and talk about important issues such as underage drinking,” said Kaestner. “When it comes to fighting underage drinking and drunk driving, we all need to be a part of the solutions to these issues. When you think about it, it’s responsibility that really matters.”


27 February, 2004