Miller Brewing, AMA Launch Safety Campaign

Miller Brewing Co. and the American Motorcyclist Association (AMA) announced the creation of Keep Your Balance, a new 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 Wisconsin-based Miller Brewing Co.

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. The program launched Sept. 13.

"Our aim is to help spread awareness and encourage riders to use good judgment," said Rob Dingman, AMA president and CEO. "Educational programs like Keep Your Balance are crucial for decreasing the number of alcohol-related motorcycle crashes occurring today."

The program is endorsed by the National Fraternal Order of Police and supported by the Wisconsin DOT Motorcycle Program.

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