Budweiser and Lyft Combine Forces to Beat Drunk Driving
For a few years now Budweiser has been encouraging its customers not to drink and drive, using star power, sentimentality, whatever it can muster to make the point. Now it’s offering free rides through the end of the year during its “Give a Damn. Don’t Drive Drunk” campaign.
In nine states and Washington, D.C. is offering a $20 credit with the rideshare company Lyft. The credit can be used between 5 p.m. and 5 a.m. on Thursday, Friday, and Saturday. More information can be found on their Facebook or Instagram pages.
To emphasize why you should take advantage of the offer, Budweiser and Lyft have produced a new anti-drunk driving PSA which emphasizes foresight.
The point: it’s not just a matter of getting a ride home; smart drinkers plan ahead, and gets a ride to the place where they’ll be drinking. That means there will be no temptation to drive home, and no concerns about leaving a car overnight.
The Drunk Driving PSA: Polishing the Message
In recent years drunk driving campaigns have become more specific in the strategies they encourage. For generations it was just, “don’t drive drunk.” In the 1970s road safety advocates awoke to the fact that some people enable others to drink and drive. From that came the “Friends don’t let friends drive drunk” campaign.
Recent campaigns do more to emphasize planning: have a designated driver, or in this case, have someone drive you to and from the bar. Start your good time, in other words, by getting a lift to the place you’ll be drinking.
Rideshare customers tend to be younger, and thus their target market overlaps with the demographic that contributes the most drunk drivers to society: the 18-to-35 age group.
The years ahead will no doubt see Budweiser finding to more ways to approach the problem of drunk driving, using partnerships and its status as a major brand to get across the message: use our product, but don’t drive afterwards.