RADD® - The Entertainment Industry's Voice For Road Safety - Celebrates Ultra-Successful FY15 "College DUI Awareness Campaign," Designed To Promote Responsible Driving, And Backed By An $835k Grant From The California Office Of Traffic Safety (OTS)

LOS ANGELES, Sept. 30, 2015 /PRNewswire/ -- RADD, the Entertainment Industry's Voice For Road Safety, is celebrating its ultra-successful FY15 "College DUI Awareness" campaign, which has generated more than eight million impressions; 15,000 new fans; and 421 Retail Rewards partners, while serving 35 college campuses and reaching a combined total of 850,000 students. Backed by an $835,000 grant from the California Office Of Traffic Safety (OTS), the responsible driving and risk prevention campaign, is designed to reduce DUI arrests and road fatalities, which 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).

RADD's peer-to-peer "Make A Plan" approach has been a game-changer in connecting with the 18 - 34 demographic.  Its "influencer" activations and partnerships include KROQ's Weenie Roast, Outside Lands, Jam In The Van's San Francisco Artist House and campus, community and media partner outreach in Coachella Valley and San Diego.

The campaign targets the college and bar-going demographic with the goal to encourage everyone to "plan ahead" with a designated driver, cab or alternate form of transportation, because drinking and driving is not an option. RADD's classic tag line "Friends Don't Let Friends Drive Drunk...Do You?" is threaded throughout the messaging.

RADD has taken its message direct-to-student, now serving 35 RADD partner college campuses, utilizing student leaders and influencer groups to continuously engage with the student body regarding road safety and responsible drinking. The campaign continues to educate and to heighten awareness of road safety via the strong support of the following campuses: http://collegeisradd.org/campus-partners/  RADD aims to increase its college partnerships going forward.

Additionally, RADD has grown its Retail Rewards venue partnerships to 421 bars, clubs and restaurants (in addition to its hospitality zone leadership, law enforcement and transportation partners), who are committed to supporting and promoting responsible hospitality in their respective regions. The RADD Rewards partners offer rewards-based incentives to designated drivers and taxi riders who plan ahead and practice road safety.  http://collegeisradd.org/partners/locations/  

RADD engages with students where they can relate.  RADD's sponsorship of KROQ's popular and sold-out Weenie Roast y Fiesta officially launched the "Make A Plan" campaign with on air commercials, social media engagement, digital streaming and desktop and mobile banners promoting RADD's message: "I don't let my friends drive drunk...Do You? Make a plan".  An aerial fly by also promoted this message during the concert for 90 minutes. Additionally, a special RADD-branded pick-up and drop off area was set up for designated drivers who were rewarded with free soft drinks and water.  

RADD's partnership with Outside Lands reached approximately 200,000 people, including 5,000 onsite daily at the Radio Alice 97.3 FM Tattoo Lounge, where College Is RADD temporary tattoos and educational flyers were distributed.  Radio Alice and Live 105 FM delivered PSAs leading up to Outside Lands in addition to strong web and social media support.  A total of eleven radio stations including Pandora, offered pro bono message exposure, leading up to and during the event. 

During Outside Lands, RADD also partnered with Jam In The Van, an award-winning mobile recording studio and the world's first solar powered music discovery vehicle, at San Francisco's Lennon Studios. The Jam In The Van San Francisco Artist House featured The RADD Zone, an interactive lounge designed to engage artists and guests in promoting road safety and responsible drinking.  RADD filmed 19 artist PSA's (including two of Outside Lands artists), in addition to on camera shout outs and impromptu RADD jams and freestyles, generating impressive social media engagement and an increase of thousands of new, organic followers. 

RADD's St. Patrick's Day activation included college events in Coachella Valley and San Diego, affirming it's "have fun, but plan ahead" message. In the Coachella Valley, seven local television stations donated air time totaling 78 :30-second PSAs over three days in both English and Spanish. ABC, NBC and CBS also included live event news coverage. Additionally nine local radio stations donated airtime for a total of 172 PSA's leading up to and during each campus event, plus web banner space and social media engagement.

In San Diego, new voice and RADD college spokesman Taylor Carroll performed at partner campuses and was paired with Dr. Jim Lange, Health Promotions Director at SDSU for interviews with local morning affiliates in addition to the San Diego Union Tribune's television arm. Carroll also received on campus coverage by Associated Press, blogs and internet radio.

RADD's ongoing social media support includes weekly promotions of participating colleges, restaurants and venues with the posting of original content via text, graphics and photos. Materials include videos, PSA's, EPKs and info-tainment relaying RADD's message

RADD aims to continue participating in peer-to-peer communication opportunities, including local music events in college communities, to allow its message to reach a large percentage of the 18-34 target audience in positive, engaging and memorable ways, that can be successfully measured in their effectiveness.  For more information, please visit www.radd.org and www.collegeisradd.org.

ABOUT RADD:

RADD®, "The Entertainment Industry's Voice for Road Safety," (formally known as Recording Artists, Actors and Athletes Against Drunk Driving), is an internationally recognized non-profit organization that empowers media partners, celebrities and socially conscious supporters to create positive and attitudes about road safety and promote risk-intervention strategies to avoid driving impaired.  Incorporated in 1986 as a 501 (c3) nonprofit, RADD produced the iconic celebrity "Friends Don't Let Friends Drive Drunk" campaign and is a proud two-time recipient of the U.S. Department of Transportation's prestigious Public Service Award and a Governors Highway Safety Association honoree. 

Photo - http://photos.prnewswire.com/prnh/20150929/271765

SOURCE RADD

Related Links

http://collegeisradd.org