LOS ANGELES, June 20, 2016 /PRNewswire/ -- RADD® - The 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 (click here for Nate Ruess' PSA); 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.
Additionally, RADD has grown its Retail Rewards venue partners to 420 bars, clubs and restaurants (in addition to its statewide coalition of 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 who plan ahead and practice road safety to encourage responsible behavior.
A multi-pronged evaluation is helping to document the implementation challenges, success, reach and impact of this program. Headed by Dr. James Lange, Director of Health Promotion at San Diego State University, data are being gathered on partnering campuses as educational and outreach events happen. Students report that these events increase their likelihood to use a designated driver, and make them more likely to request a free non-alcoholic drink or other reward when they visit partnering establishments. Partnering establishments are being evaluated through a recently launched "secret shopper" program. And as statewide self-report and crash data become available, the effects of the program on drunk driving instances and consequences will be assessed.
A RADD - OTS Hospitality Task Force led by Jimmy Parker has been tapped to engage the law enforcement, government officials, community leaders, business and entertainment districts of San Diego to bring RADD's "Plan Ahead" message to the next level. In an effort to address one of the highest DUI arrest rates in the state of California, the Task Force is providing strategies, message-based materials and direct support to promote the many safe ride home options available for their guests. A new website www.collegeisradd.org has been set up with greatly improved functionality and scheduled upgrades throughout the year. Follow @CollegeIsRADD.
The RADD California Coalition is working with Rogers & Cowan, Brandtailers and Ideea Factory as its strategic communications team to continue the development and implementation of a highly integrated PR, marketing and social media campaign that targets college campuses and bar patrons in the 18 – 34 demographic. The campaign's goal is to generate socially responsible behavior as part of the culture's active lifestyle, by promoting the benefits of planned transportation prior to hitting a bar or party.
The RADD California Coalition will continue to work directly with community leaders to impact "change behavior" by cultivating important partnerships with local bars, restaurants, business associations, college campuses and street teams to build greater awareness and consciousness around responsible driving throughout Northern, Central and Southern California colleges. Additionally RADD will have a steady presence at college and community events, music festivals and other influencer programs and events throughout the year.
RADD® is an internationally recognized non-profit organization that empowers media partners, celebrities and socially conscious supporters to create positive 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 award. Funding for this program was provided by a grant from the California Office of Traffic Safety, through the National Highway Traffic Safety Administration.
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