LCBO AND KIA CANADA PARTNER TO ENCOURAGE ONTARIANS TO “SPEAK UP AND WIN”
December 6, 2013 12:14 ET
LCBO’s Deflate the Elephant information campaign is promoting responsible entertaining this holiday and celebrating Ontarians who plan ahead and help prevent impaired driving.
“The Deflate the Elephant campaign acknowledges that drinking and driving can be the ‘elephant in the room’ – an awkward topic to deal with in social situations. With the holiday entertaining season in full swing, LCBO is providing practical advice and tools to help people entertain responsibly,” says LCBO President & CEO Bob Peter. “We’re pleased to partner with Kia Canada this year to encourage people to plan ahead and to speak up against impaired driving.”
New this year, Deflate the Elephant is partnering with Kia Canada to host the “Speak Up and Win” contest, which promotes planning ahead when entertaining and celebrating designated drivers. From December 1 until January 4, 2014, Ontarians have the chance to win the use of a new 2014 Kia Rondo for one year, by entering at www.facebook.com/DeflatetheElephant.
“As a responsible global automotive company in Canada, we believe it is important to fully leverage our partnerships to drive awareness on the perils of impaired driving,” says Maria Soklis, Vice President and Chief Operating Officer, Kia Canada Inc. “Online communities, such as MapOfHope.ca and Deflatetheelephant.com, help to inspire others to take a stand against impaired driving and the developed ‘Speak Up and Win’ contest will further reinforce that message.”
LCBO and Kia Canada are both longstanding partners of MADD Canada. Andrew Murie, CEO of MADD Canada says, “LCBO and Kia Canada are two organizations truly committed to helping prevent impaired driving. We congratulate them on launching the ‘Speak Up and Win’ contest to encourage responsible choices and prevent intoxicated driving.”
The campaign’s websites (www.deflatetheelephant.com and www.degonflezlelephant.com) are great resources for responsible entertaining tips, alcohol-free Mocktail recipes and the “Home Bartending Challenge” where visitors can learn the proper pour for wine, beer, spirits and coolers. Part of being a responsible host is measuring drinks for guests instead of running the risk of an open bar. A newly launched feature is “The Podium”, which invites visitors to share their ideas on hosting and the issue of preventing impaired driving.
A new, 30-second TV Deflate the Elephant commercial airing on major Ontario networks, an online campaign and elements in LCBO stores run throughout December, including New Year’s, to encourage people to speak up and deflate the elephant in the room.
For more information on this campaign, visit www.deflatetheelephant.com and for other LCBO social responsibility programs, visit www.lcbo.com/sr. For more information about Kia Canada and the Drive Change initiative, visit: www.drivechangewithkia.ca.
• Still images available upon request.
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