LCBO's Latest Campaign Deflates The Elephant And Fights Drunk Driving

Back for another year, the LCBO recently launched their “Deflate the Elephant” educational and social responsibility campaign where they ask consumers to take the Pledge against drinking and driving.

Tapping into Facebook, a new app was developed to help drive online pledges also featuring an interactive photo mosaic that visualizes people’s commitment to help prevent impaired driving.

Participants can submit original photos of themselves and share their story on why they are taking the pledge and how they have or will help prevent others from drinking and driving. Then they can invite their friends and family to “Like” their photo and story. Those that receive the most “Likes” have the chance to be featured as part of the final mosaic Pledge background, which will include everyone’s photo as a pixel, to be revealed by New Years Eve on the Facebook Page.

Meanwhile, the entries also help ‘Deflate the Elephant’ in the picture mosaic by circling the elephant and squeezing in, literally shrinking the Elephant smaller and smaller.

The mosaic Pledge is part of the Deflate the Elephant’s social responsibility campaign that also includes an online interactive Home Bartending Challenge, Mocktails and other tips on responsible hosting. A 15 second TV spot goes to air December 5th that shows a party scene where someone has had a bit too much to drink and the hostess seems at first reluctant to step in, so the Elephant starts inflating. The key message: Drinking and driving should never be the elephant in the room. Speak Up. You could save a life.

The annual Deflate the Elephant campaign, created by Due North Communications a couple of years ago, urges people to speak up and help prevent someone from drinking and driving. The online Pledge and interactive pieces were created by dial9, Due North’s sister agency specializing in all things digital.