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AMA launch national motorcycle safety program |
Miller Brewing Company and AMA launch national motorcycle safety
program
Miller Brewing Company and the American Motorcyclist Association (AMA)
today announced
the creation of Keep Your Balance, a new program intended to promote
safe motorcycle
riding practices and responsible alcohol consumption. The program,
endorsed by the
National Fraternal Order of Police, will launch at the Tomahawk Fall
Ride on Sept.
13-16 in Wisconsin.
Miller believes that individual responsibility is enhanced by the
ability to make
informed choices. Keep Your Balance promotes rider education and
emphasizes the
importance of planning ahead and getting home safely. Following the
Tomahawk kickoff,
this national program will be a part of additional motorcycle events
across the
country. Keep Your Balance is also endorsed by the National Fraternal
Order of Police,
the world's largest organization of law enforcement officers
"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. "Tomahawk
is in Miller's home state, and with more than 40,000 motorcycle
enthusiasts in
attendance,
both Miller and the AMA recognize it is a key opportunity to share safe
riding tips
and remind riders about responsible drinking."
According to National Highway Traffic Safety Administration (NHTSA) data
released
in August 2007, motorcycle fatalities have increased 47 percent since
2002, making
this program especially relevant to riders today. Under the umbrella of
Miller's
successful Respect the Road program, 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.
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 provided
by the Wisconsin Department of Transportation. Miller is also partnering
with Central
Beer Distributors to promote and communicate the program at the Tomahawk
Fall Ride.
"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.
"Educational programs
like Keep Your Balance are crucial for decreasing the number of
alcohol-related
motorcycle crashes occurring today."
"The Wisconsin DOT Motorcycle Program supports this initiative," said
Ron Thompson,
Wisconsin DOT motorcycle program manager. "We are pleased that Miller is
incorporating
the DOT's tips into the program and increasing awareness of our
recommendations
and initiatives."
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