While Georgia and Oklahoma showed the sellout crowd an amazing College Football Playoffs semi-final game, Coors Light partnered with TEAM Coalition to offer a responsibility promotion in advance of the 104th Rose Bowl game on January 1, 2018. Before kick-off, 328 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.
US DOT / NHTSA 2016 NATIONAL DATA:
• In 2016, 10,497 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 1.7% from the 10,265 fatalities in 2015.
• 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.