A-B Backs Responsible Game Day (or Night) Behavior

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A-B Backs Responsible Game Day (or Night) Behavior

Anheuser-Busch has teamed up with consortium of partners to give Pittsburgh Steelers fans the opportunity to serve as spokespeople for responsible behavior at last night’s first pre-season game of the 2009 NFL season in the Steel City. The St. Louis-based Anheuser-Busch, along with Pittsburgh Steelers, Heinz Field, Aramark and TEAM Coalition teamed up to educate fans about the importance of using a designated driver and demonstrating positive fan behavior.

Supported by a straightforward message -- "Be a Good Sport, Always Have a Designated Driver” – fans were first required to make the Responsibility Has Its Rewards (RHIR) pledge that includes: Always having a designated driver; never driving drunk and always buckling up.

Fans were then given an opportunity to tape their own message about responsible behavior at the game. Public service announcements (PSA) produced from the taping will air throughout the season on the Heinz Field video board and on local broadcast TV. In addition, the video clips will be e-mailed to participants so their moment of fame can be shared with family and friends.

"Giving fans the opportunity to be the voice of the Responsibility Has Its Rewards campaign personalizes the 'Fans Don't Let Fans Drive Drunk' message," said Jill Pepper, executive director of TEAM Coalition.

The designated-driver program is a key component of the responsibility initiatives that TEAM Coalition -- an alliance of professional and collegiate sports, entertainment facilities, stadium service providers, concessionaires, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports facilities -- helps coordinate with professional sports leagues including the National Football League (NFL), Major League Baseball (MLB), Major League Soccer (MLS), the National Basketball Association (NBA), and the National Hockey League (NHL).

"Tying Responsibility Has Its Rewards to our season-long Good Sport program makes for a winning combination," said Carol Clark, VP of corporate social responsibility for Anheuser-Busch. When it comes to preventing drunk driving, we're all part of the team."

For more information, visit www.teamcoalition.org.