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Since 1995, the LCBO has used TV, radio, print, cinema and billboard ads to bring our social responsibility messages to Ontario communities. Research has shown that public recall of these ad campaigns is high and that most respondents who've seen the ads would think twice about drinking and driving – and feel their family and friends would too.
Our latest TV commercials urge people to stop drinking and driving – any way they can. Our eighth campaign cosponsored by MADD Canada consists of two related 30-second television commercials that provide workable solutions for the very real situations that people face at the end of an evening of socializing and drinking. Called
Lonely and Reunited, the spots use evocative music and play on the relationship people have with their cars, telling viewers: “Any way you can stop a friend from drinking and driving is the right way.”
The TV commercials are supported by ads in LCBO’s Food & Drink magazine and French community newspapers. The commercials air during the week leading up to each long weekend this summer, beginning May 15, and again from mid-November through until December 31. They are designed to speak to the audience that needs to hear the message most – mainly men between the ages of 25 and 54, based on the Ontario Ministry of Transportation’s statistics on motor vehicle crashes involving alcohol.
The new TV ad was tested by an independent research house and received very positive reactions. It scored highly with 98 per cent of respondents agreeing that the campaign effectively delivered the message that you can take action to stop friends and others from drinking and driving.
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CARING RETAILER
LCBO employees take their SR commitment seriously and are very proud to be SR ambassadors in their communities. Several employees have been featured in a series of advertisements in the LCBO’s free magazine,
Food & Drink, to exemplify how LCBO staff care about the individuals, customers and communities they serve. The ads illustrate charity, service, quality, responsibility and community.
Research tells us that many Ontarians view the LCBO as a responsible retailer and a good corporate citizen. Our employees care and contribute very generously to that image. The LCBO is considered a top fundraiser among government agencies for the United Way. And many employees arrange fundraising activities – barbecues, raffles, softball tournaments and golf and ski days – often supported by our beverage alcohol industry suppliers, to help individuals, groups and communities.
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