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The Drink Responsibly. Drive Responsibly. message has already begun to challenge the perception that some drinking prior to driving can be “irresponsible.” That campaign, coupled with the continued pushback against anti-alcohol policies, has allowed many to acknowledge publicly that there is a level of responsible social drinking. In an unprecedented move, the DC City Council actually rolled back their BAC level after finding out (what we knew for many years) about the local police force’s “zero tolerance” policy. By setting their presumptive BAC level at .05% BAC, the City Council made it clear that driving after social drinking should not be criminalized. ABL’s Board has committed to a communication strategy that will help us capitalize on those gains. But we need the participation and support of all affiliates if we hope to be successful. ABL encourages all state affiliates to work together to saturate the market with Drink Responsibly. Drive Responsibly. (And for those state affiliates wanting to test the waters for another responsibility message, we have already developed some additional materials to use.)
To learn more go to our website at www.ablusa.org. Children’s Fund Donates to the Albert Lea High School Newspaper
During the November election, a school referendum was voted down in the Albert Lea School District. One of the programs that was hoping for more support was the Albert Lea High School newspaper, Ahlahasa. The MLBA Children’s Fund Board of Directors voted to make a donation to the newspaper at the request of section editor Melissa Minehart. Below is a letter of thanks from the Ahlahasa staff (pictured on the right). “The Albert Lea High School’s student news magazine, the Ahlahasa, has been a working publication for 94 years and has won many awards locally and nationally. Perennially we have been one of the top high school magazines in Minnesota, and this year we ranked fourth nationally for our special issue, “What Is A Genius.” Because of the generous donation from the board, we are now able to put out our end of the year literary magazine called the, “iMag.” Our lit mag is a compilation of student submitted artwork, photography, poetry and short stories. Since our district’s referendum failed to pass, we fear that this publication will be discontinued. Now, this possibly being our last year, we are hoping to make it the best one yet. Oh behalf of the Ahlahasa staff, we thank you for your generous donation and your time and consideration you took for our paper that we are all so passionate about.”
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Aggressively promoting a responsibility message that redefines “drunk” driving is essential to improving ABL’s positioning in public policy debates. But, equally as important, Drink Responsibly. Drive Responsibly. or other similar messages can turn into valuable membership service/recruitment tools if promoted effectively. By providing individual member stores/taverns with a positive and proactive message, state affiliates can (1) better educate their membership about the issues, (2) provide a well articulated reason for participating in the beverage retailing community, and (3) deliver value added products that help build member loyalty and commitment.
