ST. LOUIS, July 2, 2012 /PRNewswire/ -- Thirty years after the launch of Know When to Say When, Anheuser-Busch is unveiling its newest responsible drinking campaign, which relies on online and social media – both unheard of in 1982 – to engage adult drinkers and raise awareness.
The new site – www.NationofResponsibleDrinkers.com – asks adults to pledge their commitment to drink responsibly and then share it through Facebook to encourage friends to do the same. The pledge is three-fold:
- Respect the legal drinking age
- Enjoy responsibly and know when to say when
- Be or use a designated driver
Each pledge is then populated on an interactive map, showing those who have taken the pledge in their communities.
"With close to half a billion adults on Facebook, we see an enormous opportunity to expand our reach to newer generations of adult drinkers – most of whom came of age after Know When to Say When and our earlier responsible drinking campaigns," said Kathy Casso, vice president of Corporate Social Responsibility for Anheuser-Busch. "We're looking to the future of alcohol responsibility, and we see the potential in social media – with its ability to bring adults together and peer-to-peer persuasion – to help friends and family make smarter choices."
The Know When to Say When campaign was expanded in 1985, making Anheuser-Busch the first brewer to bring a responsible drinking message to network television. Since that time, Anheuser-Busch and its wholesalers have invested more than $930 million in advertising and community-based programs that promote responsible drinking and prevent underage drinking and drunk driving. The latest government data shows that drunk-driving fatalities fell to their lowest level since alcohol record-keeping began in 1982 (52 percent decline from 1982 to 2010).*
"We've made significant progress in the past three decades, but there's more we can do. That's why we encourage adults to pledge and join the Nation of Responsible Drinkers," Casso added. "We're committed to promoting responsible consumption today and into the future. It's always been important to our company – and always will be."
The Know When to Say When campaign ran for more than a decade and included a variety of media, such as TV, newspapers, magazine, radio and billboards. Other Anheuser-Busch responsibility campaigns like We All Make A Difference, Wanna Go Home With Me Tonight?, Who's Your Bud and Responsibility Matters have featured a number of legendary sports figures, including Dan Marino, Wayne Gretzky, Patrick Ewing, Oscar De la Hoya, Payne Stewart and music stars George Strait, Tim McGraw and Nelly.
Anheuser-Busch has developed and supports community-based programs that help parents talk with their children about drinking; help retailers educate their employees on how to properly check IDs and prevent sales to minors; assist schools in building self-esteem among teens; and support law enforcement officials in enforcing the law.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.7 percent share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, two of the world's largest-selling beers. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.
* Source: The University of Michigan Monitoring the Future Study sponsored by the U.S. Department of Health & Human Services and the National Highway Traffic Safety Administration, U.S. Department of Transportation.