Molson Canada

Molson Canada
Student Life Education Company

Student Life Education Company

September 14, 2007 10:17 ET

Molson: New Campaign Launched to Encourage University/College Students to Drink Responsibly

TORONTO, ONTARIO--(Marketwire - Sept. 14, 2007) - As part of their ongoing relationship, Student Life Education Company (SLEC) and Molson have launched their 2007 campaign dedicated to responsible drinking among university and college-age students. This year's campaign, which was delivered to 150 campuses for the start of the new campus year, includes an interactive Web site: www.herestomychoice.com.

"University and college students are sometimes under tremendous pressure to drink to excess," said Frances Wdowczyk, Executive Director, Student Life Education Company. "Drinking on campus is a reality and what we want to do is make sure students are armed with the information to do so responsibly."

The 2007 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. Safety (watching friend's drinks)

3. Academic (healthy balance between school and play)

4. Designated Drivers (safe driving)

5. Personal Protective Behaviour (eating before drinking)

6. Balancing Finances (good personal financial management)

"Molson recognizes that college and university students are a key target audience for our responsible drinking message," said Ferg Devins VP, Government & Public Affairs, Molson. "In order to better reach this group in a meaningful way, we partner with the Student Life Education Company. This helps us reach students at colleges and universities and ensure that responsible drinking messages have a strong presence on campus."

In addition to the interactive Web site, the campaign also features posters, buttons, radio advertisements and age-of-majority birthday cards.

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

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. Molson employs 3,000 Canadians and will operate six breweries when its newest brewery opens in Moncton, N.B., in October 2007. Molson also invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. The company proudly offers 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 Canada is part of the Molson Coors Brewing Company.

Contact Information

  • Student Life Education Company
    Frances Wdowczyk
    416-243-1338
    or
    Molson
    Ferg Devins
    416-427-0716