LCBO's latest social responsibility commercials ask audiences to consider why they wouldn't think twice about intervening to save a stranger from harm, but might hesitate to prevent someone they know from driving after drinking to avoid possible embarrassment.

For tips on how to prevent a friend from driving after drinking, click here.

Since 1995, the LCBO has used TV, radio, print, cinema and billboard ads to bring our social responsibility messages to Ontario communities. Research has shown that public recall of these ad campaigns is high and that most respondents who've seen the ads would think twice about drinking and driving – and feel their family and friends would too.

Our latest TV commercials urge people to stop drinking and driving – any way they can.

Research tells us that many Ontarians view the LCBO as a responsible retailer and a good corporate citizen. Our employees care and contribute very generously to that image. The LCBO is considered a top fundraiser among government agencies for the United Way. And many employees arrange fundraising to help individuals, groups and communities.