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The Entertainment Industry's Voice For Road Safety Launches FY15 "RADD College DUI Awareness Campaign"


radd

To Promote Responsible Driving, Backed By $800K Grant From The California Office Of Traffic Safety (OTS)

RADD Fires On All Cylinders With College DUI Awareness

OTS '15 Grant To Fuel Growth of RADD's Successful College DUI Prevention Campaign Already On 35 College Campuses With A Combined Student Population of 850,000

RADD Partners With KROQ Weenie Roast y Fiesta 2015 To Launch "Make A Plan" Campaign, Encouraging Designated Drivers Via A Special Pick-Up & Drop Off Area; Promotion Includes On Air Spots, Digital Streaming, Desktop And Mobile Banners

RADD California Coalition Taps Rogers & Cowan, Brandtailers and Ideea Factory For Integrated PR, Marketing, Social Media Roll-Out To Fuel Entertainment, Music, Media And Rewards-Driven Outreach To 18-34's Where They Live, Work, Study, Eat and Play

LOS ANGELES May 14, 2015: RADD, the entertainment industry's voice for road safety, announces a new $800k grant from the California Office Of Traffic Safety, to continue building on the solid success that saw the RADD program grow from 19 to 32 participating college campuses in 2014. The program twitter.com/CollegeisRADD is currently active at 35 college campuses, reaching a total student population of 850,000. RADD's college DUI awareness campaign, which is designed to reduce DUI arrests and fatalities by promoting responsible driving, has contributed to California having the best rate, out of the five largest states, in terms of total traffic fatalities (CA, FL, TX, PA, and NC), according to California's Statewide Integrated Traffic Records System.

In continuing its effort to reach young influencers, RADD is partnering with KROQ Weenie Roast y Fiesta 2015 concert to launch the "Make A Plan," campaign, encouraging designated drivers via a special RADD-branded pick-up and drop off area and RADD Rewards, with on-air commercials, digital streaming, and desktop and mobile banners promoting RADD's message: "I don't let my friends drive drunk…Do you? TM Make a plan." Designated drivers will also be rewarded with free soft drinks and water.

The game-changing RADD initiative partners health/wellness peer educators on participating campuses with local bars, restaurants, hospitality zone leadership, law enforcement, and transportation partners to drive the road safety message home, by offering legal drinkers, on and off campus, rewards-based incentives and tools to reduce DUI arrests, injuries and fatalities

The alliance known as the RADD California Coalition counts 35 campuses, 420 bars, clubs and restaurants, along with an ever-expanding community of regional supporters who pledge to promote responsible hospitality in their cities and towns. To encourage responsible behavior, the campaign offers rewards-based incentives to designated drivers and taxi riders who plan ahead.

"College age drivers are at the core of those who could most make use of the designated sober driver message," said Office of Traffic Safety Director Rhonda Craft. "RADD is the one organization that is targeting this group, and in ways that speak directly to them."

The RADD California Coalition has tapped Rogers & Cowan, Brandtailers and Ideea Factory as its strategic communications team, to develop and implement a highly integrated PR, marketing and social media campaign that targets college campuses and bar patrons in the 18-34 age demographic. The campaign's goal is to generate socially responsible behavior as part of people's active lifestyle, by promoting the benefits of planned transportation, ride share and a dedicated sober driver, prior to hitting the bar or party.

The hash tag #RADDNight and RADD's tagline "Friends Don't Let Friends Drive Drunk…Do You?" will be utilized during the two week Weenie Roast outreach window and throughout the campaign, with social media followers encouraged to re-tweet. Additionally, RADD will engage directly with followers and their target audience by asking questions such as "Fun night! How are you getting home later?

Comments RADD President Erin Meluso: "We're bringing this campaign to the next level, with our energy focused on RADD's recent expansion areas in the Inland Empire, Bay Area and Central California. We're working closely with key hospitality zones and police departments in Downtown LA, Berkeley, Long Beach, and Fullerton to develop best practices case studies and we're targeting special resources in San Diego through a Task Force effort, as it has the highest DUI arrest rate in the state"

The RADD California Coalition will continue to work directly with community leaders to impact "change behavior" by forming tight partnerships with local bars, restaurants, college campuses and street teams to build greater awareness and consciousness around responsible driving throughout Northern, Central, and Southern California colleges and universities. Additionally, RADD will have a steady presence at college and community events, music festivals and other influencer programs and events throughout the year. For a list of participating RADD campuses and RADD Rewards bars and restaurants statewide, please visit CollegeRADD

Rolling out this year, the RADDŽ Card is a project to further RADD's mission by delivering a specific solution to avoid drunk driving and to promote road safety. A prepaid risk intervention tool, available via online membership, the pre-paid card is used for taxicab rides, ensuring safe travel to and from your destination. By becoming a member, you can utilize the RADDŽ Card for pre-loaded taxi rides and benefit from rewards and discounts via RADD's network of retail partners. For more information, please visit RADDCard.