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 Social Responsibility 

Tailgaters Urging Responsibility and Fun: TURF

In one of the most high-profile and effective endeavors, CSG has recently created Tailgaters Urging Responsibility and Fun, or TURF, a multifaceted program to raise awareness of responsible alcohol consumption surrounding the time-honored tradition of pregame tailgating.

Partnering with CBS Radio, CSG/R&R Marketing secured legendary NFL quarterback and CBS broadcaster Boomer Esiason as the national spokesperson for TURF. CSG's TURF project includes media messages, a satellite media tour to provide information to local media markets, and a dedicated website, www.turfzone.org, which offers tips on responsible tailgating. The campaign reached millions of people in New Jersey during the football season.

WHAT IS TURF?

  • An initiative to support responsible tailgating, TURF stands for Tailgaters Urging Responsibility and Fun. It's a responsible tailgating awareness program in partnership with The Charmer Sunbelt Group, CBS Radio, Brown Forman and Diageo.
  • TURF builds partnerships with the spirits and wine industry that includes government officials, law enforcement, regulators, legislators, community leaders, professional and college sports teams, licensees, and fans.

TURF OBJECTIVES

  • Encourage responsible drinking before (tailgating) and during sporting events.
  • Support strict enforcement and zero tolerance for consumption of beverage alcohol for anyone below 21.
  • Gain support of key stakeholders to promote responsible consumption.
  • Demonstrate how responsible consumption can enhance the game experience and support our communities.
  • Partner with on and off premise licensees to showcase responsible sales and consumption of beverage alcohol.

KEY STAKEHOLDERS BEHIND TURF

  • The Charmer Sunbelt Group
  • CBS Radio
  • Brown Forman
  • Diageo NA
  • On- and off-premise outlets

Engaging Our Public Officials: Public Service Announcements

The Charmer Sunbelt Group has created public service announcements focused on responsibility. In order to effectively deliver this message we have engaged leaders from government and politics to join Jon Maslin, R&R Marketing's President in recording these messages. These messages have aired on New Jersey's major radio stations statewide during the holidays, Spring Break and fall, generating millions of impressions that reached consumers across the state.

We are proud to share some of our past PSAs:

2009 Holiday PSA
2009 Smart Choices PSA
2008 Holiday PSA