The American Entertainment Industry’s Voice For Road Safety – celebrates the 30th Anniversary of its commitment to responsible driving campaign with the announcement of a$835,000 grant from the California Office of Traffic Safety (OTS), to continue its game-changing “College DUI Awareness” campaign.
RADD’s peer-to-peer “Make A Plan” approach encourages the use of a designated driver, cab, ride share or alternate form of transportation, like the new Expo Line train, to reduce DUI arrests and road fatalities that result from drinking and driving, utilizing the classic tag line “Friends Don’t Let Friends Drive Drunk…Do You?”
RADD’s progressive and non-judgemental strategy, which includes teaming up with relevant, emerging music acts to support that drinking and driving is not an option, has proven effective in reaching and influencing its targeted college and bar-going demographic.
To date, RADD’s risk prevention campaign has generated more than eight million impressions; 15,000 new fans; 421 new retail rewards partners, while serving more than 40 active college campuses statewide to reach nearly one million students.
“While there are many in-school programs that educate teens about safe and sober driving, RADD has really stepped up to be the voice of road safety for college age and older young adults,” said California’s Office of Traffic Safety Director Rhonda Craft. “Those 18-30 years old are at particular risk. RADD’s programs speak to them in their world.”
RADD’s 2016 kick off includes a partnership with the Tri-City Alliance as title sponsor for LA Crawl, a one day Pub Crawl on June 5 designed to socially connect the tri-city region utilizing the newly expanded Expo Line; the release of a new PSA featuring GRAMMY Award-winning fun. Frontman Nate Ruess ); A Coachella activation in partnership with Jam In The Van, an award-winning, solar powered mobile recording studio, generating 18 artist PSA’s including RADD’s first new Spanish language PSA, in building valuable relationships to support messaging; and a St. Patrick’s Day Parade activation at San Diego’s Balboa Park, utilizing The Soft White Sixties to advance RADD’s agenda with media visibility leading into the event.
RADD has taken its message direct-to-student via its 40 campus partnerships in an effort to heighten awareness and education of road safety, utilizing student leaders and influencer groups to continuously engage with the student body. RADD supporter, Toyota Motor Sales, USA, has provided two message wrapped vehicles to travel with RADD field reps to help promote and support campus events during the school year. RADD aims to continuously increase its college partnerships to further expand its messaging reach. – USNewwire.