Monthly Campaigns
Each month, we create awareness on all major areas of responsible use, from risks in using alcohol during pregnancy to consequences of drinking and driving. Creative collateral is produced and strategically displayed in stores to raise customers' awareness about the risks when beverage alcohol is not used responsibly.
The following are some examples of creative campaigns introduced in BC Liquor Stores.
June, 2018 Alcohol can brain your slow
Our social responsibility message for June addresses the issue of binge drinking, reminding customers to drink in moderation, and enjoy responsibly.
Alcohol can impair brain function and reaction time. Consuming large amounts of it in a relatively short period of time can be harmful to you and the people around you. Binge drinking is associated with many serious consequences such as car crashes, falls, burns, drowning, gunshot wounds, sexual assault, and domestic violence, as well as serious health problems over time. You can avoid these by drinking in moderation and enjoying responsibly.
May, 2018 Don't Buy for Minors
Our social responsibility message for May focuses on underage drinking and its consequences. The campaign reminds everyone that drinking can be devastating for teens.
The legal drinking age in British Columbia is 19 so here are BC Liquor Stores, our responsibility is to ensure that alcohol is kept out of the hands of minors. We strongly discourage our customers from making alcohol available to minors as drinking at a young age can have a negative impact on a kid’s life. We should keep kids safe and let them be kids by not buying alcohol for minors.
April, 2018 Doing Our Part Together
BC Liquor Stores is committed to being environmentally responsible and has been a leader in sustainable retailing in BC for nearly 50 years. In-store green initiatives include container recycling, sustainable products and plastic bag reduction.
March, 2018 Support Dry Grad
Our social responsibility message for March features our Dry Grad campaign encouraging graduates to celebrate alcohol free. 100% of donations stay in the community to fund Dry Grad celebrations in cooperation with school districts.
Since 2001, the BC Liquor Stores annual Support Dry Grad campaign has raised $6.5 million for alcohol-free events in communities across British Columbia.
During March, customers across British Columbia are encouraged to donate a dollar or more to support dry grad celebrations in their communities. All donations (100 percent) are given to the local school district in which the store is located, to be distributed to public high schools (and participating independent schools) who are planning alcohol free graduation activities. The contributions by liquor store customers top up funds raised by parents, students and teachers who work all year to raise funds for dry grad after-grad activities.
Customers support this fundraising effort by donating a dollar or more at checkouts. In the past, as a token of appreciation for their donation, customers received items such as bookmarks, jelly beans or chocolate samples. This year, customers are given a bright, fun “thumbs up” sticker to write their name on and place on a poster in store (or they can take it home with them).
This year we have 55 school districts participating and again the Federation of Independent schools will participate in some areas of the province which includes 64 private schools.
So drop by your nearest BC Liquor Store and support the youth and your local schools by donating a dollar or more for their Dry Grad celebrations.
February, 2018 Start the conversation
Our social responsibility message for February encourages customers to talk to their kids about the dangers of underage drinking.
It is important for families to talk to their children and make them understand the different dangers of consuming alcohol at an early age. The youth might not fully realize the risks and consequences of drinking to their health and safety so it is important that this conversation start at home.
Alcohol is the most commonly abused substance in Canada and there are many reasons why the youth consume alcohol (peer pressure, stress, etc.). Starting the conversation and keeping communication lines open with your children will help them make the right choices.
January, 2018 Think drinking and winter sports is a good mix? Seriously?
Our social responsibility message for January comes from Preventable.ca and focuses on drinking and winter sports.
It is that time of year again where the crowds get out and hit the slopes! Teaming up with Preventable, this campaign asks people to reconsider their alcohol consumption when out there on the mountain.
Have fun and stay safe this winter.
Celebrate Life. Enjoy Responsibly.
December, 2017 'Tis the season for Counterattack
Counter Attack road checks across the province start on December 1 to raise awareness and help reduce impaired driving crashes. Our campaign is to raise awareness that road checks will be happening and to remind everyone to make the smart choice.
Impaired driving continues to take a deadly toll on our roads. In an average year: **
• 258 people die in motor vehicle crashes. 31% of those fatalities in 2015 involved impaired driving.
• Impairment remains in the top three contributing factors for fatal car crashes.
Other impaired driving stats to keep in mind:
• Most impaired-related crashes (60 percent) occur on a Friday, Saturday or Sunday.
• Almost half (46 percent) take place between 9 p.m. and 3 a.m.
• Sixteen- to 25-year-olds account for the highest number of impaired drivers (34 percent).
• Males account for 74 percent of all impaired drivers
Make a smart choice. If you’re going to be drinking, make sure you have a sober designated driver, money for transit or taxi, a place to stay overnight, or a friend you can call for a ride.
** Police-reported five-year average from 2011 to 2015.
November, 2017 Preventable - A Few Too Many
Our Social Responsibility message for November is in partnership with Preventable.ca reminding people that a few too many can add up to serious injury.
Excessive consumption of alcohol can dramatically affect ones judgement and increase the risk of injury. *According to BC Vital Statics, on average 460 alcohol-related injury deaths occur each year.
Preventable.ca also reminds people to go ahead and have a drink, just remember your common sense. Before indulging becomes over-indulging, have a word with yourself—and make sure you’re doing what you need to do to stay safe.
Sources: *BC Vital Statistics Agency, Retrieved from the BC Injury Research and Prevention Unit, 2017.
October, 2017 Who's Driving You Home?
Our Social Responsibility message for October is a reminder for people to plan a safe ride home and to not drink and drive.
With Halloween around the corner, we're teaming up with Molson Coors Canada for the 10th year to help customers plan a safe ride home this Halloween.
On Friday, October 27th, from 3:00 p.m. to 7:00 p.m., teams of Molson Coors Canada employees will be at nine participating BC Liquor Stores handing out $5 TAXIGUY Dollars to customers (while supplies last). A total of $10,000 in vouchers will be given away in an effort to help people get home safely.
Be sure to keep an eye out for your favourite caped crusaders when visiting one of these participating BC Liquor Store locations:
- 39th & Cambie (Vancouver)
- Alberni & Bute (Downtown Vancouver)
- Fleetwood (Surrey)
- Langley
- Richmond Brighouse
- Richmond Ironwood
- SFU
- UBC
- Westwood (Port Coquitlam)
Sobering fact: All alcohol-involved crashes can be preventable by making a plan to get home safe.
So stay safe this Halloween by keeping this simple message in mind -- Before you head out, plan for a safe ride home.
September, 2017 Preventable - Anti-Binge
Our social responsibility message for September is a reminder about the consequences of binge drinking. This message is presented in partnership with The Community Against Preventable Injuries (preventable.ca). Every year, 475 BC residents die because of injuries related to alcohol. Drinking too much alcohol increases the risk of preventable injuries, such as alcohol poisoning, drinking and driving, falls, violence and serious health problems over time. A few too many can add up to a serious injury, so before you go shot-for-shot, have a word with yourself.