Molson Coors Canada

Molson Coors Canada
Student Life Education Company

Student Life Education Company

February 04, 2010 10:24 ET

New Interactive Campaign Encouraged University/College Students to Make Responsible Choices-Tat Tells a Tale Winners Announced

TORONTO, ONTARIO--(Marketwire - Feb. 4, 2010) - Student Life Education Company (SLEC) and Molson Coors Canada launched a Here's To My Choice: Responsibility Before Regret campaign during orientation week in September, which was dedicated to promoting responsible drinking among university and college-age students. The campaign was delivered to 140 campuses and was very well received according to feedback from the SLEC's membership.

"First-year university and college students often struggle with their new-found freedom and find themselves in situations where alcohol is readily accessible," said Cody Dodd, Program Director, Student Life Education Company. "What we wanted to do is make sure students were armed with information so they could make the responsible choice."

"We're proud to play our part in spreading the word about the importance of responsible choices," said Amir Remtulla, Senior Director, Public Affairs, 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."

The 2009 campaign focused on six main communication elements. Each of these elements addressed specific responsible behaviour among university/college students. The campaign approach highlighted and celebrated responsible behaviour in each of these areas:

1. Grub before Pub: Here's to feeding your stomach before feeding your liver.

2. Planning a Ride Before Partying It Up: Here's to great nights out and safe trips home.

3. Wrapping It Up Before Getting It On: Here's to making sure the choice you make at night is still the right call in the morning.

4. Good Grades Before Good Times: Here's to working hard today to get ahead tomorrow.

5. Budget Before Bar Tab: Here's to balancing the books, not breaking the banks.

6. Couch Before Crashing: Here's to all the friends that look out for friends.

A survey of SLEC members, at the end of the 3-month campaign, showed that Planning a Ride Before Partying It Up was deemed as the most important of these six pillars among university and college students, although all pillars were perceived as important.

In addition to posters, playing cards and other merchandise, students were also directed to the interactive Every Tat Tells a Tale website ( This website 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. Students of legal drinking age who visited the site were eligible to enter a draw for a Toshiba Satellite L500 Laptop (retail value: $1,000), one of eight $250 Loblaw grocery gift cards, and one of 10 $100 Future Shop gift cards. The winners were:

- Toshiba laptop - Amy Malcolm, ON, Fanshawe College

- $250 Loblaw grocery gift cards - Carley Gilby, NS, St. Francis Xavier University; Latycia Overbye, BC, Capilino University; Romualdo Zwolinski, SK, University of Regina; Cameron McLeod, BC, University of British Columbia; Andrea Sierra, ON, Ryerson University; Wey Kon Lam, BC, University of British Columbia; Emily Ross, ON, Lakehead University; Marilee Smiley, AB, MacEwen.

- $100 Future Shop gift cards - Matthew Smith, ON, Laurier; Tammy Boutilier, ON, Niagara College; Arielle Shaw, ON, Laurier; Pam Russell, ON, Queens; Mandy Carroll, AB, Red Deer College; Kirsten Niedtner, BC, Simon Fraser; Mike Jubenville, ON, Fanshawe College; Jennifer Graham, NL, Memorial University; Ali Zimmerman, ON, University of Toronto; Morgan McKinnon, ON, Carleton University.

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
    Cody Dod
    Molson Coors Canada
    Amir Remtulla


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