The country's leading brewer, Anheuser-Busch, the nation's largest drunk driving victim services and advocacy nonprofit, Mothers Against Drunk Driving (MADD), and ridesharing platform, Uber, are bringing their first-of-its-kind joint Decide to Ride campaign to college communities this fall to help combat drunk driving during the football season.
Expanding the campaign to college campuses reflects the coalition's unwavering and strategic approach to combatting drunk driving among at-risk demographics. Consumers who are aware of the campaign are 40% more likely to avoid drunk driving by using a ridesharing app to get safely to and from their destinations, according to internal campaign research developed by the coalition.
Anheuser-Busch, MADD, and Uber formed this first-of-its-kind coalition in 2021 with the launch of its Decide to Ride campaign and a clear reminder to consumers that "If You Drink, Don't Drive. Decide to Ride." Just last year, through partnerships with 22 professional sports teams and 5 Live Nation venues, the coalition encouraged countless attendees at sports games, concerts, and festivals nationwide to sign its pledge to Decide to Ride. Nearly 12,000 consumers demonstrated responsible drinking by redeeming Uber ride-share discount codes offered through the campaign to take advantage of the safe ride-sharing option.
"Anheuser-Busch has been promoting a culture of responsible drinking for over a century, and we know there is still more to be done. The expansion of Decide to Ride to college communities aims to promote alcohol safety where we can create the greatest impact," said Anheuser-Busch Chief External Affairs Officer Cesar Vargas. "Football season is a time for fans to come together. To ensure a future with more cheers for all, it's imperative that we help college football fans get home safely. That's who we are, and that's what this coalition is all about."
Building on these successes, the coalition is partnering with colleges and universities nationwide this fall to encourage them to plan ahead for a safe ride if they plan to drink on game days. Throughout the college football season, the coalition and Anheuser-Busch wholesaler partners will be activating the Decide to Ride campaign in college communities around game days, leveraging various pop-ups, signage, and media promotions both on campus and in stadiums.
Over the last 35 years, Anheuser-Busch and its network of independent wholesaler partners have invested more than $1 billion in community-based programs and initiatives to prevent underage drinking, drunk driving, and other harmful uses of alcohol. This includes an investment of nearly $14 million since 1999 to support social norms programs that reduce alcohol harm and increase protective behaviors on college campuses. In 2021, Anheuser-Busch wholesalers also participated in alcohol education programs with 185 colleges and universities.