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“Deflate the Elephant” is LCBO’s current social
responsibility advertising campaign that provides practical hosting tips and
solutions to deal with guests planning to drive after drinking. Much like an
elephant in a room, it’s a discussion that can’t be avoided as it could help
save lives. This campaign is being promoted in LCBO stores on point-of-sale
screens at cash registers. A new summer commercial will be airing towards the
Canada Day weekend on major TV networks.
This summer holiday season, as part of its latest “Deflate
the Elephant” campaign, the LCBO is offering the following innovative tools to
help keep guests safe.
• A series of short alcohol-free demonstration videos for
every holiday and occasion. The videos feature the Cocktail Deeva Dee Brun who
shows how to make delicious, alcohol-free Mocktails and gives practical advice
on how to host your next party responsibly.
• A new “Deflate the Elephant” Facebook site
facebook.com/deflatetheelephant
provides a forum for visitors to pledge their commitment to help prevent friends
and family from drinking and driving. They can also share their own responsible
hosting tips and favourite alcohol-free Mocktail recipes.
• A free new iPhone app called “Speak Up!” lets hosts send
pre-recorded messages asking guests to plan ahead to ensure they don’t drink and
drive at an upcoming party or to approach them if they need a cab to get home
safely. The app also offers 50 delicious and easy-to-make, alcohol-free
Mocktails for all guests to enjoy.
For more details about these tools, visit
deflatetheelephant.com. This
website also provides seasonal responsible hosting and safety tips, party
checklists, Mocktail recipes and unique interactive challenges which simulate
typical home entertaining scenarios.
Click here for a handy checklist that will help ensure that
you’ve got what you need to be a responsible host.
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