While Ohio State and the University of Washington showed the sellout crowd an amazing game, Coors Light, RADD and TEAM Coalition partnered to offer a multi-faceted alcohol responsibility promotion in advance of the 105th Rose Bowl game on January 1, 2019. Before kick-off, 170 fans smiled for souvenir photos after autographing the responsibility helmet. Each autograph represented a pledge never to drive drunk and always have a designated driver. The 75 photos were shared via email, text and social media and viewed 120 times.
In addition, Rose Bowl fans were offered the opportunity to text PLAN to 90464 for a $10 credit on a future Uber ride. Fans shared their safe ride plan – be a designated driver, use ride share, take public transportation, have a friend serve as DD – in order to qualify for the credit.
Drunk driving prevention is the top priority for TEAM Coalition and all its 22-member organizations and seven strategic partners, which include MillerCoors and RADD.
US DOT / NHTSA 2017 NATIONAL DATA:
• In 2017, 10,874 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 1.1% from the 10,996 fatalities in 2016.
• 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.