Molson Canada and TAXIGUY, Inc. formed a partnership in November 1998 that would help bring 1-888-TAXIGUY and 1-888-TAXISVP to life. Molson Canada believed in the concept because of its undeniable potential for stimulating positive behaviour modification around drinking and driving. From that day forward TAXIGUY set out to make it easier to get a taxicab...no matter where you are in Canada.
As
far back as 1989, Molson launched a national advertising campaign under
the tagline “Take Care.” In 1999, the program was refocused
to address drinking and driving. Today, the program runs under the tagline
“Don’t Drink and Drive.” As a result of this new direction,
Molson decided to add a tool that would further enhance its social responsibility
role, 1-888-TAXIGUY/ TAXI SVP. This tool provides the program with
an "action trigger" that allows people to plan ahead and reinforces
the message, "Don't Drink and Drive". Molson Canada continues
to promote
1-888-TAXIGUY as a key component of their responsible use campaign.
Not only has Molson
Canada been able to advance their responsible use platform from a simple
message to a robust nationwide telecommunication based solution, they
have also been able to report very significant, previously unavailable
numerical data supporting their mission to reduce the incidences of
drinking and driving across Canada. For example, see
chart below showing the number of rides facilitated each
year through 1-888-TAXIGUY
