Landmark survey reveals young adults see designated driving as contribution to community

New Budweiser campaign draws on research to celebrate and encourage designated drivers

TORONTO, Nov. 13, 2014 /CNW/ - New research findings released today show young adults in Canada believe they have a responsibility to make their community a better place to live, and that being a designated driver is a way of giving back. 

The study – Canada's largest and most comprehensive study released to date on young adult views on their communities and designated driving – is based on a national poll of 2,685 young adults from legal drinking age to age 34, conducted by Ipsos Reid and sponsored by Labatt Breweries of Canada. It expands on the scope and findings of last year's groundbreaking study, "Designated Driving: A New Generation Comes of Age," which revealed today's generation of young adults has positive views towards designated driving, and believes designated drivers deserve greater recognition.

"In our 2014 research, looking out for friends when they're drinking and ensuring friends don't drink and drive were the second-most often cited ways young adults contribute to their community and enhance community safety, respectively," said Sean Simpson, vice president, Ipsos Reid.  "This suggests designated driving is continuing to become a common practice, and that most young adults make the connection between designated driving and community building."

Key highlights from the survey include:

• While 95% believe they have a duty to ensure the safety of residents in their community, 86% agree they "could be doing more to help"
• 77% agree "if somebody asked me to be involved in something in my community, I would join"
• 89% agree volunteering as a designated driver ("DD") is a way of giving back to the community
• 93% agree that when they're the DD it's because they want to "protect my friends"; while 84% agree they DD to "protect my community"
• 91% agree that "if it weren't for designated drivers, there would be a lot more car accidents and fatalities" and 90% agree our communities need more DDs
• 86% agree that if designated drivers got more credit, more people would volunteer to be one

"What's clear is that young adults want to be more involved in their communities, and see designated driving as an important way to help," said Simpson. "The challenge is to find ways to encourage more young adults to take on the role, and to encourage those who already DD to take on the role more often."

According to Statistics Canada, the rate of alcohol-related impaired driving incidents for all age groups in Canada decreased by 56% between 1991 and 2013. 

"It's critical to keep in touch with the generation most at risk when it comes to drinking and driving, and continually adapt the messaging in pace with the progress of social views," said Labatt's Charlie Angelakos, vice president, corporate affairs. "By creating campaigns that celebrate designated drivers, we can promote the view that designated drivers are respected contributors who deserve credit for safeguarding our communities."

Budweiser launches new campaign recognizing designated drivers as heroes

Drawing directly on the research findings, Budweiser's latest responsible drinking campaign, #ThankaBud, celebrates and elevates designated drivers as the unsung heroes of their communities. The campaign – targeted at those of legal drinking age to age 34 – aims to highlight the fact that DDs make an important contribution to the safety of their communities and deserve greater, positive recognition.

#ThankaBud is a multi-platform campaign designed to build awareness for the crucial role designated drivers play, and then reward those who have taken on the commitment. Through personalized experiences, social media, and television and digital support, Budweiser is applauding the efforts of those who volunteer as the DD and help keep communities safe. As part of the campaign, three Calgarians who recently pledged to be a designated driver were surprised with the ultimate money-can't-buy experience – VIP treatment at a Calgary Flames game.

Canadians can get involved and recognize a friend who recently stepped up as a designated driver by tagging them in a #ThankaBud themed photo on Budweiser's Facebook page. Designated drivers will be selected at random to receive thank you rewards ranging from Budweiser Red Lights to shout-outs from a top NHLPA player.

"Budweiser's #ThankaBud campaign is about celebrating responsible choices and recognizing the very important role designated drivers play," said Todd Allen, director, Budweiser Canada. "We know that young adults want to be socially conscious and see designated driving as a way to keep their friends – and their broader communities – safe, but they don't believe they get enough credit for what they do. This is our way of saying 'thank you' for making a difference."

† Findings are based on a poll conducted by Ipsos Reid from July 10-July 22, 2014 on behalf of Labatt Breweries of Canada.  A sample of 2,685 young adults from Legal Drinking Age to 34 from Ipsos' Canadian online panel was interviewed online, including 2,137 respondents with a valid driver's license.   Weighting was employed to balance demographics to ensure the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval.  In this case, the poll is accurate to within +/- 2 percentage points had all young adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

Designated drivers are defined as the person in a group who has been designated as the one who will abstain from drinking alcohol so that he/she can drive companions home safely. 

About Labatt Breweries of Canada and Better World

Labatt Breweries is one of Canada's founding businesses and oldest brewers.   The company's vision is to be the Best Beer Company Bringing People Together for a Better World by promoting responsible drinking; protecting the environment; and giving back to its communities.  From encouraging designated driving in sports venues across Canada through the Budweiser Good Sport program, to achieving a recycling rate of 98% in our six national breweries, to donating safe drinking water through our Canadian Disaster Relief program, Labatt and its employees are committed to making a difference. 

Budweiser is not an official sponsor of the NHL^TM or any other hockey league. This campaign is not licensed by, sponsored by, or otherwise associated with the National Hockey League^TM, any other hockey league, or any of their respective member teams.

 

SOURCE: BUDWEISER

Laura Ballantyne, Veritas Communications, 416-955-4591, [email protected]