Marketing Report
Anheuser-Busch, MADD and Uber partner on combating drunk driving campaign news

Anheuser-Busch, MADD and Uber partner on combating drunk driving campaign

American brewer, Anheuser-Busch, the nation's largest drunk driving victim services and advocacy nonprofit, Mothers Against Drunk Driving (MADD), and ridesharing platform, Uber, are bringing their first-of-its-kind coalition to college communities this fall.

As part of the next phase of the Decide to Ride campaign, the coalition is teaming up with Anheuser-Busch wholesaler partner Flint Hills Beverage to help combat drunk driving during the Kansas State Wildcats' 2023 football season. 

The coalition aims to expand its reach among consumers by activating at a number of college football games across the country for the first time ever with the key message – "If You Drink, Don't Drive. Decide to Ride."

 This joint effort will meet 21+ fans in the stands to raise awareness and promote road safety by providing educational and ridesharing opportunities, including some locally available discounts on Uber rides. Consumers who are aware of the campaign are 40 percent more likely to avoid drunk driving by using a ridesharing app to get safely to and from their destinations, according to internal campaign research developed by the coalition.

Cesar Vargas, Chief External Affairs Officer, Anheuser-Busch: "Anheuser-Busch has been promoting a culture of responsible drinking for over a century, and we know there is still more to be done. The expansion of Decide to Ride to college communities aims to promote alcohol safety where we can create the greatest impact. Football season is a time for fans to come together. To ensure a future with more cheers for all, it's imperative that we help college football fans get home safely. That's who we are, and that's what this coalition is all about."

The Decide to Ride campaign in Kansas will kick off during the Kansas State vs. Iowa State game on Saturday, Nov. 25 (Wildcats vs. Cyclones, 7 p.m. MT). At the game, fans can expect to see digital creative and promotions that bring to life the campaign's message and encourage everyone to pledge to take a safe ride home.

Brady Dow, Manager, Flint Hills Beverage: "Drunk driving incidents can have serious consequences, which is why we are committed to partnering with Anheuser-Busch, MADD, and Uber to help keep our Wildcats family safe from impaired driving accidents. This season, we hope our community will unite around this important initiative by taking steps to ensure those around you never get behind the wheel intoxicated."

Over the last 35 years, Anheuser-Busch and its network of independent wholesaler partners have invested more than $1 billion in community-based programs and initiatives to prevent underage drinking, drunk driving, and other harmful uses of alcohol. This includes an investment of nearly $14 million since 1999 to support social norms programs that reduce alcohol harm and increase protective behaviors on college campuses. In 2021, Anheuser-Busch wholesalers also participated in alcohol education programs with 185 colleges and universities.  

Tess Rowland, National President, MADD: "As college sports bring together students, friends, and family from all over the nation, MADD wants everyone who attends game day to have fun! Please remember that it's against the law to drink under the age of 21 and if you do choose to consume alcohol, leave the keys at home and make a plan for a safe ride before the first drink – designate a nondrinking driver, use rideshare or public transportation.”

Kristin Smith, Head of Road Safety Policy, Uber: "We are proud to continue our work with Anheuser-Busch and MADD to remind fans to Decide to Ride. There is never a reason to get behind the wheel impaired, especially with options like Uber, which studies show helps reduce impaired driving fatalities in our communities. Ahead of the fall football season, we want to make it easy for everyone to Decide to Ride."

www.anheuser-busch.com

www.madd.org

www.uber.com

Featured