Pernod Ricard USA is rolling out a series of video messages as part of an effort to broaden the reach of its Accept Responsibility campaign.
The public service initiative aims increase awareness of responsible drinking.
The Accept Responsibility campaign was launched in August 2007 to address three critical beverage alcohol issues -- drunk driving, underage consumption and binge drinking.
The new online messages have been placed on sites like MySpace, Facebook, iVillage, and Veoh. The messages will be hyperlinked back to the Accept Responsibility homepage, www.acceptresponsibility.org, which was created to be an accessible site on responsibility and the consumption of alcohol beverages. The website is free of any information on, or promotion of, Pernod Ricard brands.
In conjunction with the new messages, Pernod Ricard USA will debut an interactive feature on its Accept Responsibility website called The Wheel of Excuses. Users will be able to spin the wheel, and when it lands on an excuse, a video recreates a scenario in which the excuse is often made.
Additionally, more than 500,000 consumers will receive electronic messages on responsible drinking. The message encourages readers to forward it to family members and friends.
Paul Duffy, chairman and CEO of Pernod Ricard USA, said: "Social responsibility is a top priority and core value of our organisation.”