BEST PRACTICES ON DISPLAY: Decide to Ride

10/06/2021

Drunk driving is still a major problem in the U.S. today. In the last ten years, alcohol-impaired fatalities on the road have plateaued at around 10,000 fatalities annually. However, recent data suggests that this number has recently increased making it even more urgent to solve this preventable problem.

On September 14, 2021, Anheuser-Busch, Mothers Against Drunk Driving (MADD), and Uber announced the launch of a groundbreaking first-of-its-kind coalition aimed at bringing an end to drunk driving. The coalition kicks off with its inaugural campaign – Decide to Ride, a new initiative focused on changing consumer behavior to prevent drunk driving.

Decide To Ride comes to life with digital creative, print and out-of-home advertising, in addition to Uber discounts in key markets for riders looking for a ride home. Decide To Ride reaches consumers throughout their night with the message “if you drink, don’t drive.” Consumers will see media through Instagram, Spotify, Facebook and Pandora.

The campaign will also debut at regular season NFL games both in-stadium and in broadcast. Additional support will come from NFL teams and players joining forces in spreading this important message to fans around the country.

The coalition leverages each partner’s unique capabilities – Anheuser-Busch’s large consumer base, Uber’s vast network, and MADD’s historic efforts and lifesaving influence – to encourage consumers to plan ahead and decide to ride.

With MADD, Uber, and Anheuser-Busch joining forces, this coalition aims to take a fresh and innovative approach to reaching consumers before they even take their first sip in an effort to end alcohol-impaired driving fatalities and advance tangible solutions to combat the problem.


Anheuser-Busch
For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 100 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedInTwitterFacebook and Instagram.


TEAM Coalition
Techniques for Effective Alcohol Management is a 501(c)(3) non-profit coalition that includes Lyft, Major League Soccer, NASCAR, the National Basketball Association, the National Football League, the National Hockey League, National Collegiate Athletic Association, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, Molson Coors, Brown-Forman, the International Association of Venue Managers, Stadium Managers Association, Live Nation, Aramark and the National Association of Broadcasters. TEAM Coalition receives grant support from the U.S. Department of Transportation’s National Highway Traffic Safety Administration. For more information, go to TEAMCoalition.org.

US DOT / NHTSA 2019 NATIONAL DATA:

  • In 2019, 10,142 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 5.3% from the 10,710 fatalities in 2018.
  • 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.