No excuses in the USA
27 August, 2008
Page 5
Pernod Ricard USA has launched an advertising campaign to discourage drink driving, under-age consumption and binge drinking.
The campaign draws attention to many of the excuses associated with drink-related antisocial behaviour and includes press advertising, financial backing for selected organisations involved in alcohol issues, and educational tools for parents and teenagers.
A PR element of the campaign is being fronted by Dr Alfred R Mele, a professor at Florida State University and author of Self-Deception Unmasked, who has contributed a quiz on a new website, acceptresponsibility.org.
Pernod Ricard USA chief executive Alain Barbet said: "Although the vast majority of adult Americans who drink do so in moderation, and the incidence of under-age drinking is declining, we have an obligation to fight against irresponsible consumption.
"Our new campaign focuses on recognising and overcoming enabling excuses ."
The campaign draws attention to many of the excuses associated with drink-related antisocial behaviour and includes press advertising, financial backing for selected organisations involved in alcohol issues, and educational tools for parents and teenagers.
A PR element of the campaign is being fronted by Dr Alfred R Mele, a professor at Florida State University and author of Self-Deception Unmasked, who has contributed a quiz on a new website, acceptresponsibility.org.
Pernod Ricard USA chief executive Alain Barbet said: "Although the vast majority of adult Americans who drink do so in moderation, and the incidence of under-age drinking is declining, we have an obligation to fight against irresponsible consumption.
"Our new campaign focuses on recognising and overcoming enabling excuses ."
Comment
Dominic Roskrow
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