ABOUT DECIDE TO RIDE
On September 14, 2021, Anheuser-Busch, Mothers Against Drunk Driving (MADD), and Uber launched a groundbreaking first-of-its-kind coalition aimed at bringing an end to drunk driving. The coalition kicked off with its inaugural campaign – Decide to Ride, a new initiative focused on changing consumer behavior to prevent drunk driving.
The coalition delivers a lifesaving message directly to consumers – if you drink, don’t drive, Decide to Ride. Anheuser-Busch mobilized its network of 450+ wholesalers to display Decide to Ride advertising nationwide. Uber’s regional discounts for riders incentivizes consumers to leave their cars at home because You can’t drive drunk if you don’t drive there.
The campaign debuted in-stadium and in broadcast at regular season NFL games, tapping into Anheuser-Busch’s extensive network of professional sports leagues and team partners to amplify the coalition’s message. NFL teams and players joined in spreading this important message.
The coalition leverages each partner’s unique capabilities – Anheuser-Busch’s large consumer base, Uber’s vast network, and MADD’s historic efforts and lifesaving influence – to encourage consumers to plan ahead and decide to ride.
Since the founding of Mothers Against Drunk Driving (MADD) in 1980, alcohol-impaired driving fatalities have been reduced by 52%. For the last decade, the number has remained around 10,000 annually.
With MADD, Uber, and Anheuser-Busch joining forces, the coalition aims to take a fresh and innovative approach to reaching consumers before they even take their first sip. Together, we want to stop drunk driving fatalities and injuries, and advance tangible solutions to help end drunk driving forever.