We’ve come a long way since the days of Mad Men. You know, when downing a few and stepping behind the wheel was as commonplace as making Peggy question her self worth.
Now, we’re lucky that our generation universally recognizes drinking and driving as being a terrible idea.
In fact, our view toward drinking and driving has evolved so much that we now view the role of designated driver as being a commitment to one’s entire community.
According to a recent study conducted in partnership between Ipsos Reid and Labatt Breweries of Canada, 84 per cent of respondents (young adults between drinking age and 34) take up the role of DD to protect their community.
Recognizing designated drivers as the unsung heroes of communities has been a large factor in fuelling this shift, thanks in large part to campaigns like Budweiser’s #ThankaBud.
“By creating campaigns that celebrate designated drivers, we can promote the view that designated drivers are respected contributors who deserve credit for safeguarding our communities,” says Labatt Vice President of Corporate Affairs Charlie Angelakos.
Here’s how it works: The multi-platform #ThankaBud campaign builds awareness for the crucial role designated drivers play and rewards those who have taken on the commitment. Three Calgarians, for example, were recently surprised with VIP treatment at a Calgary Flames game after pledging their sobriety for a night to make sure their friends have a safe ride home.
So if you know someone who’s stepped up as a designated driver, tag them in a #ThankaBud-themed photo on Budweiser’s Facebook page as a ‘thank you’ for literally saving lives.
We couldn’t think of a more notable designation.
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Photo by GoAnywherePhoto (iStock)
