Alcohol Awareness Campaign Inspires Action by Molson Coors Canada

February 17, 2012

A pilot alcohol awareness campaign developed by a City of Edmonton and Edmonton Police Service (EPS) Neighbourhood Empowerment Team (NET) has prompted Molson Coors Canada to stop distributing a product in Alberta.

The team, deployed to the McCauley neighbourhood in September 2011 as part of the City and EPS violence reduction strategy, created the 1=What? campaign to increase awareness among consumers and retailers that some bottles of single serve alcohol were equivalent to as many as eight regular cans of beer.

The idea for the campaign was generated after research showed inexpensive beverages with a high-percentage of alcohol were being sold in large volumes in the community and increasing the risk factors associated with victimization and violence. The team consulted with individuals suffering from alcohol addictions, liquor merchants as well as community agencies and addictions counsellors to develop the campaign.

The work of the NET team inspired Molson Coors Canada to discontinue distribution of the Black Label Big 10 product in Alberta, one of the most popular drinks of choice for those with alcohol addictions.

“Helping vulnerable populations is a critical step in reducing the conditions that lead to chronic crime and social disorder,” said Mayor Mandel. “The support by Molson Coors Canada for the NET team’s efforts to address the challenges faced by those with alcohol addictions is a good step toward building a safer community.”

To date, three of four liquor retailers in McCauley have agreed to have campaign posters and labels in their windows and cooler doors. Campaign materials will also be on display in other locations in the McCauley area.

“Doing business the right way has always been the Molson Coors way.” said Andrew Stordeur, Alberta Sales Director Molson Coors Canada. “For us, that means promoting responsible choices and doing what’s best for the communities in which we do business. In this instance, it means not distributing Big 10 in Edmonton.

Specialized Neighbourhood Empowerment Teams made up of a City social worker and a police constable have been deployed into distressed communities as part of the violence reduction strategy launched by the City, EPS and REACH Edmonton in August 2011. Collaborating with the community, these teams evaluate conditions leading to crime and identify and implement ways to prevent social disorder. NET teams active in other communities are also supported by the Family Centre and United Way of the Alberta Capital Region.

For more information:

Jacqualine Ladouceur

Title	Senior Communications Advisor
Telephone	780-442-6966 780-868-2090 (cell)