As the 2014 holiday season gets underway, LCBO’s Deflate the Elephant information campaign has been released to promote responsible entertaining this holiday and celebrating Ontarians who plan ahead and help prevent impaired driving. The Deflate the Elephant campaign was first launched in 2009, this year they are partnering with Kia Canada Inc. to launch the “Speak Up and Win” contest. Ontarians are invited to enter and could have the chance to win the use of a new 2014 Kia Rondo for one year.
“The Deflate the Elephant campaign acknowledges that drinking and driving can be the ‘elephant in the room’ – an awkward topic to deal with in social situations. With the holiday entertaining season in full swing, LCBO is providing practical advice and tools to help people entertain responsibly,” says LCBO President & CEO Bob Peter. “We’re pleased to partner with Kia Canada this year to encourage people to plan ahead and to speak up against impaired driving.”
The campaign takes a social responsibility angle and aims to educate consumers through the campaign which includes: a new, 30-second TV commercial airing in Ontario and online ads on popular websites that will run during December and through New Year’s; English and French print ads in the holiday issue of LCBO’s consumer magazine FOOD&DRINK; an interactive website www.deflatetheelephant.com which provides responsible hosting tips, tools and recipes; and a Facebook page.