Anheuser-Busch spends millions to encourage alcohol consumption but in case you haven't noticed they also have a stash of  cash ear-marked to discourage drinking as well.

In Mobile, Alabama WPMI (NBC 15) has dipped into that "other" money pool for an online community campaign called Responsibility Matters.

This special "community" section permits the brewer and its network of over 600 worldwide distributors to tout their leadership in spreading the word about under-aged drinking and drunk driving. The company has invested over $675 million in such outreach efforts over the past two decades.

NBC15's online effort consists of:

• Vital Statistics
• Case Studies
• Links to Resources
• Prevention Programs
• Campaign Partners
• Campaign Advisors
• College Issues
• International

There are also links to video streams of various experts discussing underaged drinking and its consequences. These experts include doctors, emergency response professionals, former alcohol abusers, and victims.

The section is branded locally but virtually all of the content is general in scope.

THE ONLINE SPIN

Consumer awareness programs are all the rage. Consumers, consumer groups, and government agencies are putting increased pressure on industries that profit from people's addictions to gambling, smoking, and alcohol.

Companies like Anheuser-Busch are particularly vulnerable since they often face public reprimand when their products (i.e. alcohol) are consumed by under-aged drinkers.

These companies respond with PR campaigns like Responsibility Matters. As a result local media are afforded an excellent opportunity to partner to spread the word while also sending online revenue to the bottom line.