PERNOD RICARD USA

PERNOD
RICARD USA has a new
public service campaign, Accept Responsibility, that focuses
attention on three critical alcohol issues: drunk driving,
underage consumption and binge drinking. The communications
program identifies excuses used to justify irresponsible
alcohol consumption, and urges individuals to “accept
responsibility”.  The campaign theme complements the
company’s own acceptance of responsibility embodied in its
internal code of conduct for employees and standards for its
marketing practices. The integrated campaign kicked off with
a full-page ad in usa today and the launch of a website:
www.AcceptResponsibility.org.  Headlined: “Drunk
driving doesn’t start with a drink.  It starts with an
excuse”, the ad features a martini glass illustrated with
the text of typical excuses people make when they drive
after drinking too much, such as “I’m 22O lbs. – it takes a
lot more than three drinks to slow this guy down” and “I’ve
driven home from here so many times I could do it
blindfolded”. An animated, online version of the ad shows
shot glasses filling up with typical excuses. The full
ad buy will include national newspapers and magazines, as
well as website banners. The Accept Responsibility site
features original content on self-deception written by Dr.
Alfred R. Mele, author of self-deception unmasked and a
professor at Florida State University. He also has
written a quiz to help site visitors start thinking about
self-deception in their own lives. Apart from the quiz, the
site offers additional interactive features. People can send
e-card versions of the “Excuses” ads to loved ones who may
be engaging in some of the negative behaviors addressed by
this campaign, along with a customizable message. The
AcceptResponsibility.org site lists numerous links for
information on drunk driving, underage drinking and binge
drinking provided by governmental agencies and third-party
organizations, including the National Clearinghouse for
Alcohol and Drug Information, State University of New
York/Potsdam, Disilled Spirits Industry Council (DISCUS),
and Mothers Against Drunk Driving.  Other elements of
the effort include a media outreach with Dr. Mele as the
spokesperson, financial contributions by Pernod Ricard to a
selected group of organizations and initiatives to address
alcohol-related issues, and ongoing development of
innovative, educational tools to reach parents and their
teenagers.