“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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Since 1995, the LCBO has used TV, radio, print, cinema, billboard ads and social media 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.

The Deflate the Elephant campaign was launched in 2009 at the opening of LCBO’s King and Spadina store. TV commercials equip hosts with practical tips and solutions to deal with guests intending to drive after drinking.

To watch the video, click here.

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 to help individuals, groups and communities.

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