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RADD Honored For Lifesaving Holiday Campaign

22 April 1998

RADD Honored For Lifesaving Holiday Campaign U.S. Department of Transportation, California Office of Traffic Safety and City of Los Angeles Recognize the `Greater Los Angeles Challenge Campaign'

    LOS ANGELES, April 22 -- RADD (Recording Artists, Actors and
Athletes Against Drunk Driving) received commendations from the U.S.
Department of Transportation (D.O.T.), California Office of Traffic Safety
(O.T.S.) and the City of Los Angeles for its annual holiday designated driver
campaign, the "Greater Los Angeles Challenge."  Representatives from D.O.T.,
O.T.S. and Mayor Richard Riordan's Office were on hand to recognize RADD's
efforts at private reception held last Thursday, April 17, hosted by the Nikko
Hotel in Beverly Hills in honor of the successful campaign.
    "The U.S Department of Transportation commends RADD for its exemplary
`Challenge' campaign," said Phil Recht, Deputy Administrator, NHTSA (D.O.T.'s
National Highway Traffic Safety Administration).  "This incentive based
program successfully reached over 12 million adults in Southern California
with a positive message about safe driving behavior."
    The Greater Los Angeles Challenge campaign uses positive reinforcement to
encourage young adults to be or use a designated driver.  The program was
supported on television and radio by celebrity public service announcements
featuring headliners Paul McCartney and Trisha Yearwood and other prominent
entertainers, reminding adults to "Designate Before You Celebrate."
    "These acclaimed recording artists, actors, actresses, and pro athletes
benevolently give back to society by punctuating with exclamation points that
driving impaired, drunk or otherwise, is socially unacceptable," said Arthur
Anderson, Director, California Office of Traffic Safety.
    The 1997-98 campaign achieved over 38 million exposures through print
media, television, radio, and special events.  With over 700 bars and
restaurants, L.A. Cellular Superstores, Farmers Insurance locations, and Sam
Goody/Musicland stores participating in the incentive program, the campaign
reached out to millions of young adults throughout the five-county Los Angeles
Metro area.  The campaign also impacted cyberspace with the debut of
http://www.radd.org, RADD's new website.
    During the reception, RADD awarded outstanding campaign supporters with
the 1997-98 Spirit Awards.  Recipients included Farmers Insurance Group
receiving the "Group Spirit Award - Private Sector" for its large donation of
print resources to further consumer education on road safety.  The Los Angeles
Police Department received the "Group Spirit Award - Public Sector" for its
community assistance with the campaign and its continuing efforts with
designated drivers programs throughout the Greater Los Angeles area.  Finally,
RADD recognized its outstanding volunteer of the year, Larry Lewis, National
Marketing Director at Metro Networks for generating nearly $500,000 in donated
media for RADD's holiday campaign.
    "RADD's annual Spirit Awards are designed to extend our gratitude to
exceptional partners and volunteers," explains RADD President, Erin Meluso.
"This year's recipients went the extra mile to make the `Challenge' campaign
the largest designated driver campaign ever staged in the Los Angeles area."
    RADD is an internationally recognized, 11 year-old, non-profit
organization that uses celebrity power to create positive attitudes about road
safety.  It is comprised of over 300 musicians and celebrities who donate
their images, music and time to promote responsible behavior on the road as
the norm, the expected.  In 1997 RADD was the recipient of the "Public Service
Award" from the U.S. Department of Transportation for "outstanding achievement
in providing information to the public about alternatives to drinking and
driving by utilizing celebrity volunteers from entertainment, music and
sports."

SOURCE  Recording Artists, Actors and Athletes Against Drunk Driving