Heineken USA Reinforces Its Commitment to Keeping America's Roads Safer; Partners With Palm Beach County's Sheriff's Office and WPEC News 12
- Continues SAFE CALL(TM) Responsible Consumption Program During Holiday Season in South Florida -
WHITE PLAINS, N.Y., Nov. 24 -- Heineken USA announced that is has partnered once again with the Palm Beach County's Sheriff's Office and WPEC News 12, Palm Beach's local CBS affiliate, to broadcast an important public service announcement (PSA) during the holiday season encouraging people to take advantage of Heineken's unique responsible consumption program, SAFE CALL(TM). Launched in 1999, SAFE CALL(TM) is designed to help restaurant and bar servers give patrons, who have had too much to drink, a toll-free taxi number to prevent them from driving while intoxicated, possibly injuring themselves and others. As part of this effort, Heineken USA has partnered with 1-800-TAXICAB, North America's largest telephone-based taxi referral service. Bar patrons need only ring this toll-free phone number, from any phone, anywhere around the country, 24 hours a day to call for a taxi to safely take them home. Their call is automatically patched through to a taxi company in their local area who will then dispatch a cab to their location. This is the third straight year that Heineken USA has partnered with the Palm Beach County Sheriff's Office and WPEC News 12 to bring this valuable message to residents of South Florida.
The spot, featuring Palm Beach County Sheriff Edward W. Bieluch, began airing on November 22 and will run through January 2, the prime weeks of the holiday season when alcohol-related traffic accidents are most likely to occur. The PSA begins with Sheriff Bieluch at the Palm Beach County Sheriff's Office Complex in a lot where the Office safeguards vehicles that were involved in fatal accidents under investigation. The sheriff tells viewers that there are over 3,000 fatalities a year in Florida due to traffic- related accidents. Of those 3,000 fatalities, 42% are alcohol-related. The sheriff asks the public to help prevent such tragedies and advocates a solution supported by Heineken: SAFE CALL(TM).
"Heineken is proud to continue standing with the Palm Beach Sheriff's Office and WPEC News 12 to help combat drunk driving," said Dan Tearno, Vice President of Corporate Affairs, Heineken USA. "We want everyone to have a joyous holiday season and to enjoy Heineken, safely. SAFE CALL(TM) helps empower people to make the right decisions that will potentially protect them and others from injuries and save lives."
Headquartered in White Plains, New York, Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark Lager; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Please visit EnjoyHeinekenResponsibly.com.
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