NSLC Safe Graduation Radio Ad Contest Winners Named

To increase awareness, discourage underage drinking and remind teens to celebrate responsibly, the Nova Scotia Liquor Corporation (NSLC) is airing the winning submission of the 3rd Annual Safe Graduation Radio Ad Contest.

Grade 12 graduating students were asked to submit radio advertising messages, of interest to their peers, that encourage students to celebrate graduation safely or that educate others of the risks involved with drinking and driving.

"We are thrilled with the top-notch submissions received from students across the province," said Bret Mitchell, president and CEO, NSLC. "The NSLC is committed to keeping beverage alcohol out of the hands of teens and is proud to promote safe graduation programs."

First prize, $1,500, was awarded to Central Kings Rural High School (Cambridge Station) for an ad submitted by Ashley Weaver, Jill Weir and Melissa Mitchell. Second prize, $1,000, was awarded to Parkview Education Centre (Bridgewater) for an ad submitted by Johnathan Palmer. Third prize, $500, was awarded to Lockeport Regional High (Lockeport) for an ad submitted by Bryce Crosby.

The winning advertisement presents an interesting and creative approach to the serious issue of enjoying beverage alcohol responsibly. The focus of the winning ad is the need to make responsible choices at a young age because it could affect the rest of your life. NSLC officials said they believe it delivers a powerful message.

The winning advertisement was professionally produced and has been provided to provincial radio stations to be aired as a public service announcement.

To hear the ad, see the NSLC's website at www.thenslc.com and click on About NSLC and Intelligent Consumption.

"Preventing sales to minors is a year-round priority that the NSLC takes very seriously," said Mr. Mitchell. "Our team at retail outlets is especially vigilant during prom season, watching for minors attempting to purchase alcohol for end-of-school celebrations."

In 2005, NSLC store employees challenged 277,430 customers and refused service to 14,931 (5.38 per cent) for failing to produce valid proof of age or appearing to be intoxicated. The NSLC will conduct an ID Blitz Week in June as part of its ongoing ID Check Program.

The Nova Scotia Liquor Corporation, the fourth largest retailer of beverage alcohol in Canada, generates almost half a billion dollars of revenue a year, returning in excess of $180 million profit annually to the province. It employs more than 1,300 Nova Scotians, offering 3,000 products from around the globe through 107 retail and 23 agency stores across the province.