Miller & AMA Create National Safety Program

Wednesday, 10 October 2007 05:47

Miller Brewing Company and the American Motorcyclist Association (AMA) have partnered to create Keep Your Balance, a comprehensive program intended to promote safe motorcycle riding practices and responsible alcohol consumption.

"Our goal with Keep Your Balance is to provide motorcycle enthusiasts and local retailers with information about how to reduce irresponsible motorcycle riding, due to over-consumption of alcohol, unsafe riding practices or insufficient training," said Diane Wagner, alcohol responsibility manager at Miller Brewing Company.

Keep Your Balance will provide motorcycle riders and retailers with educational training materials and tools to encourage responsible practices and to help prevent the hazards associated with impaired motorcycle riding. "Training is one of the best things a rider can do for themselves and others on the road. Our aim is to help spread awareness and encourage riders to use good judgment," said Rob Dingman, AMA president and chief executive officer.

Elements of the program include: certified server training for local retailers, a public awareness campaign, training resources for riders,educational materials on safe riding practices, retail involvement and promotion, incentive giveaways such as training kits and t-shirts for responsible riding pledges, outdoor advertising and program messaging and prepaid phone cards offering responsible riding tips. Miller will also utilize its national distributor network to help promote and communicate the program via retailers. Public awareness will be sustained through web communications including a web site dedicated to the Keep Your Balance program at http://www.MillerKeepYourBalance.com.