Molson Coors Brewing Company

Molson Coors Brewing Company
Student Life Education Company

Student Life Education Company

September 14, 2009 11:06 ET

Molson Coors Canada: New Interactive Campaign Launched to Encourage University/College Students to Make Responsible Choices

TORONTO, ONTARIO--(Marketwire - Sept. 14, 2009) - As part of their ongoing relationship, Student Life Education Company (SLEC) and Molson have launched their 2009 campaign dedicated to responsible drinking among university and college-age students. This year's campaign, which was delivered to 140 campuses for orientation week, includes an interactive website: www.herestomychoice.com.

"First-year university and college students often struggle with their new-found freedom and find themselves in situations where alcohol is readily accessible," said Frances Wdowczyk, Executive Director, Student Life Education Company. "What we want to do is make sure students are armed with information so they can make the responsible choice."

The 2009 campaign focuses on six main communication elements. Each of these elements addresses specific responsible behaviour among university/college students. The campaign approach highlights and celebrates responsible behaviour in each of these areas:

1. Friends (taking care of friends)

2. Safer Sex (watching a friend's drink)

3. Academic (healthy balance between school and play)

4. Designated Drivers (safe and sober driving)

5. Personal Protective Behaviour (eating before drinking)

6. Balancing Finances (good personal financial management)

"Molson's responsible drinking message really speaks to college and university students in a meaningful way," said Ferg Devins, Chief Public Affairs Officer, Molson Coors Canada. "Our partnership with the Student Life Education Company helps us reach these students and ensure that responsible drinking messages have a strong presence on campus."

In addition to posters and merchandise directing students to the interactive website, the campaign also features "tattoos" to demonstrate the long-term impact a choice can have on our life. The website tells a story behind the "tattoo" that corresponds to each of the six messages above and links to a Facebook page. The website allows the viewer to scroll up and down a life-sized person's body to select a "tattoo" that links to a video of a story told by that person.

About The Student Life Education Company

Established in 1986 as BACCHUS Canada, The Student Life Education Company is a registered charity and not-for-profit organization dedicated to saving the lives of Canadian students. The Student Life Education Company consists of three divisions, post secondary division is BACCHUS Canada, high school division is Student Life NOW!, and The Canadian Centre for Social Norms Research. Three divisions with one mission, The Student Life Education Company is the leader in the promotion of healthy decisions on the use or non-use of alcohol and other health issues. This is done by increasing awareness, challenging unhealthy attitudes, and by providing students and student advisors with resources, training, and educational materials

About Molson Coors Canada

Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner.

Contact Information

  • Student Life Education Company
    Frances Wdowczyk
    416-648-5795
    or
    Molson Coors Canada
    Ferg Devins
    416-427-0716