What is Coors Brewing Company doing in this partnership?
In addition to providing core financial and in-kind support for Search Institute to develop MVParents.com, Coors has developed and placed online and print advertisements; consumer education materials and resources regarding asset building and parenting; in-store marketing materials featuring MVParents.com resources; and community outreach via its distributor partners. All of the efforts have focused on positive parenting messages and asset building. Coors has other corporate responsibility initiatives that are not directly linked to MVParents.com, and Search Institute plays no role in these efforts. They include Coors’ 21 Means 21, which is their corporate responsibility campaign focused on enforcing the legal drinking age of 21.
