Archive for the Responsible Choices category

Saturday, February 2nd, 2008

Molson Responsible Choice Television Creative

Here’s To Responsible Choices - Taxi Creative 2008

Molson Responsible Choices television creative will run on various hockey telecasts starting early in February. The creative reinforces the important choice of not drinking and driving by celebrating those people that make the choice to pay the fare rather than paying the price.

The ad has been produced in both English and French and will run across all markets in Canada.

Friday, December 28th, 2007

Reporter drives police course wearing vision impairment goggles


permission from Paul McLeod to post his article (and his picture) from the Halifax Daily News on his experience with vision impairment goggles that Molson provided to raise awareness to make responsible choices this holiday season…

PAUL MCLEOD

The Daily News

You wouldn’t think you could fit a drinking binge into a pair of goggles. I didn’t.

But as my golf cart careened awkwardly into a cardboard stop sign, I discovered just how wrong I was.

Dubbed fatal-vision goggles, they simulate drunkenness to a surprisingly realistic degree. Everything looks slightly blurry and out of place. Your depth perception is shot and your co-ordination is MIA. Operation Red Nose volunteers will laugh as you struggle to slap a simple high five.

Operation Red Nose, Halifax Regional Police, RCMP and Molson joined forces to set up a fatal vision course yesterday to show the effects of drunk driving. The goal is to pilot a golf cart through a course of pylons and obstacles while wearing the goggles.

It sounds so easy.

I first try night goggles, which simulate the effects of about three or four drinks, while throwing in a greenish Hulk-vision to imitate night.

At high speeds

Eschewing caution, I buzz through the course at high speeds. The results are not pretty. On my worst run I hit seven obstacles, including some pylons, a truck and a cyclist. A train may also have been involved; I can’t be sure.

I slam the brakes as I roll to the finish line. Luckily, no one is taking any pictures with a cellphone camera.

I fare a bit better with the daytime goggles, even though they’re more powerful and simulate roughly six to eight drinks. With the goggles, it’s like driving drunk on absinthe while looking through a kaleidoscope.

“Go faster,” my photographer urges, only to laugh traitorously when I overdo a turn and take out an unsuspecting crowd of cardboard pedestrians.

Every so often, I think I’m getting the hang of it, and then inevitably feel a pylon ricochet off my back wheel.

Volunteers chuckle nearby. I can only imagine the police in the room are recording my name for future reference.

The goggles bought by Molson cost between $300 and $400, so at least it’s good to know they work. The exercise also works. I’m now skeptical of my ability to drive sober, let alone drunk.

Suffice to say, on the streets my golf cart and I would be history. Or at the very least, thrown in a cardboard drunk tank.

Monday, December 17th, 2007

responsiblechoices.ca

We’ve launched a new web site related to responsible choices today, featuring and celebrating a number of responsible choice initiatives that Molson is partaking in across the country this holiday season. The “Here’s to Responsible Choices” link is on the right for you to access. There is a French site as well.

Here’s to Responsible Choices and a safe and joyous holiday season with family and friends.

Friday, December 14th, 2007

Here’s to Responsible Choices in St. John’s Newfoundland


Molson is supporting communities across the country in their efforts to encourage responsible drinking this holiday season.

In St. John’s, Molson is distributing $5,000 in taxi vouchers to celebrate those who make the responsible choice this holiday season. Molson personnel will visit local bars in the city Dec. 14, 15, 21 & 22 and distribute TaxiGuy vouchers to patrons who make the responsible choice to safely return to their homes after an evening out with friends.

Deputy Chief Bill Brown and Acting Superintendent Jim Carroll of the Royal Newfoundland Constabulary (RNC) joined Dan Crummell of Molson and Bob Taylor, owner of The Dock, in reminding everyone to make the responsible choice this holiday season.

Friday, June 29th, 2007

Molson Launches New Responsible Choices Campaign - Guest Post by Carole Berry

As a blogger, I am a newbie, but not to Molson. I have been employed by Molson for over 10 years and I must say, the current Responsible Drinking program they’ve rolled out is the best I’ve ever seen. Why you ask? This program reaches me, it could be Molson’s new approach, Responsible Choices…Here’s to Celebrating our choices and not the hard hitting punch-right-between-your-eyes program to which we consumers have become immune. The new signage does not depict your tragic accident scene, with blankets covering the bodies of very young victims, and police officers shaking their heads. Molson sends a message that is loud and clear with the celebration of the great choices we make every day. Love to hear what you think?