LCBO 2012-13 Social Responsibility Update
May 10, 2013 10:21 ET
Responsible Retailing Performance and Employee Training Updates:
• Challenge & Refusal: LCBO Retail employees challenged more than 7.8 million people who appeared to be underage or intoxicated during 2012-13 (a 23 per cent increase over 2011-12). More than 322,000 people were refused service (an 11 per cent increase); 84 per cent of refusals were for reasons of age, consistent with earlier years.
• Staff Training: LCBO refreshed its mandatory responsible service training for employees: Challenge & Refusal: It’s not Personal. It’s the Law. Updates reinforced required practice and introduced content on new prescribed or security enhanced ID and how to deal with situations involving face coverings.
• Check 25: LCBO enhanced its Check 25 Program. While the legal drinking age in Ontario is 19, it is LCBO’s longstanding policy that staff ask all customers who appear 25 or younger to produce valid photo ID. Now, new exterior and in-store signs and audio announcements advise customers 25 or younger to have their ID ready. This evolution is designed to support efficient service of customers 19-25 while continuing to prevent sales to minors.
• Integrity Shopping: LCBO uses an independent research company to test compliance with its Check 25 program. Under this Integrity Shopping Program, contracted male and female shoppers aged 19-25 shop LCBO stores across Ontario. LCBO does not employ underage individuals as this would be contrary to Ontario law. Through almost 900 integrity shops conducted in 2012-13, the rate of compliance with LCBO’s Check 25 policy was 91 per cent. Following the enhancements to the Check 25 program noted above, and through more than 520 integrity shops, the provincial compliance rate was nearly 94 per cent. LCBO continues to promote its Check 25 program to both employees and customers and remains committed to achieving and maintaining a 100 per cent compliance rate for integrity shops.
Alcohol Education and Awareness Initiatives and Partnerships:
• LCBO’s Deflate the Elephant (DTE) education campaign: This campaign continued its evolution, introducing “Elephant Rides” - a cab company partnership over the holiday season to encourage Ontarians to plan ahead and not drink and drive. A free Speak Up! iPhone app provides a one-stop resource to help plan a safe party. Complementing pre-planning hosting tips and a wide array of alcohol-free Mocktail recipes available online, the Speak Up! maze challenge app helps convince a guest who has been drinking not to drive. Seasonal features also included a 15-second TV commercial, media banner ads on popular websites, and Facebook and website updates. Deflate the Elephant now has more than 42,500 Facebook fans.
• LCBO’s partnership with MADD Canada: Our support of student alcohol education expanded in 2012-13. The film-based school program, Long Weekend, built on MADD Canada’s past successful education programs to inform and empower students to think about the consequences of impaired driving and help them make responsible decisions to prevent it. By the end of the 2012-13 school year, Long Weekend will have engaged over half a million Ontario students at 832 Ontario high schools, up from 600 schools the previous year. Through generous donations by LCBO customers, $1.479 million was raised for MADD Canada in December 2012, to support the continued expansion of alcohol education programming in Ontario in 2013-14.
• Parent Action on Drugs (PAD): During 2012-13, work began on a new Parent Action Pack to provide facts, statistics and strategies to help parents take action, initiate dialogue and keep the discussion going with their teenagers about alcohol. This new print and web-based Parent Action Pack will be released by this summer with production assistance from LCBO.
• Best Start Resource Centre: In 2012-13, new initiatives included the development and production by LCBO of Ontario’s first aboriginal resource about alcohol and pregnancy and first alcohol and breastfeeding resource, based on the findings of a provincial survey. A multilingual series on alcohol and pregnancy was also developed and released.
• Canada’s Low- Risk Drinking Guidelines: In 2012-13, LCBO produced and distributed 950,000 of these brochures. Developed by an expert scientific advisory committee, these guidelines were endorsed by Canadian Ministers of Health in November 2011. The guidelines were distributed along with a half million copies of the summer 2012 issue of FOOD & DRINK magazine, promoted on LCBO’s Deflate the Elephant website and provided to the CAMH, public health units, LCBO stores and other interested organizations.
• Drug and Alcohol Helpline: LCBO helped develop and produce three bilingual info cards that raise awareness of this free, confidential, anonymous provincial service available to Ontarians seeking help due to their own drinking problem or that of a family member. The info cards are available in-store, through the Drug and Alcohol Helpline, and community organizations.