Purpose of Practice
To educate the public to reduce the social costs of visible intoxication, binge drinking, drinking and driving and minors in posession.
Description of Practice
OLCC partnered with major television stations and distilled spirits distributors to produce and fund several public service announcement campaigns (PSA's). In 2008, 2009 and 2010, these campaigns aired during the winter holidays and focused on responsible drinking. The campaigns air in the Portland metropolitan area on the local NBC, Fox and ABC affiliates. In 2011, two campaigns have aired. The first campaign focused on binge drinking and tied into the Super Bowl with a spot airing in the pre-game show. The second campaign is currently airing during the NBA Portland Trailblazer games and is endorsed by one of the newest Trailblazer players, Gerald Wallace. The Trailblazers broadcast reaches all across the state. Each of our public service announcement campaigns is supported by the OLCCs Youtube page, where you can see them. Link to OLCC YouTube page -- www.youtube.com/user/olcc2008
Success or Improvements
The OLCC has limited funds, so partnering is an effective way to maximize its reach to the public. It helps to fill in budget gaps during these times of especially tight budgets. These parterned PSAs are an effective way to get out important public safety messages to the general public. By partnering with distilled spirits distributors, OLCC is strengthening its relationship with them, as well as providing them an opportunity to communicate their own social responsibility messages.
The OLCC receives an overwhelmingly positive response from the public, moderation groups, public safety partners and business partners each year. For example, the liquor control board of the state of Washingotn complimented OLCC's PSA's and would like to model their program after OLCC's. The Oregon Partnership has also complimented the campaigns.
Name: Tom Erwin
Agency: Oregon Liquor Control Commission (OLCC)
Address: 9079 SE McLoughlin Blvd., Portland, OR 97229