The Entertainment Industry's Voice For Road Safety Launches FY15 "RADD College DUI Awareness Campaign" To Promote Responsible Driving, Backed By $800K Grant From The California Office Of Traffic Safety (OTS)

LOS ANGELES, May 14, 2015 /PRNewswire/ -- 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 (https://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 www.collegeisradd.org

Rolling out this year, the RADD® 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 RADD® Card for pre-loaded taxi rides and benefit from rewards and discounts via RADD's network of retail partners. For more information, please visit www.RADDCard.com. 

RADD manages California's statewide hospitality alliance, the RADD California Coalition with funding from OTS and support from Toyota Motor Sales, USA, DCH Auto Group, and Blockhouse Furniture. Funding for the RADD CA College DUI Awareness Project was provided by a grant from the California Office of Traffic Safety, through the National Highway Traffic Safety Administration. www.collegeisradd.org and www.OTS.ca.gov.   

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.  www.radd.org

ABOUT ROGERS & COWAN

Rogers & Cowan is the world's leading entertainment public relations and marketing agency with offices in Los Angeles, New York, Nashville, Atlanta, South Florida and London. The agency designs and implements campaigns for entertainment clients, such as film production and distribution companies, cable and network TV programming, record labels, recording artists, celebrities and athletes, video game publishers and distributors and digital media companies. Rogers & Cowan also creates integrated marketing solutions for consumer and technology brands seeking to build a connection with consumers through entertainment and lifestyle influences.   In 2014, Bulldog Reporter named Rogers & Cowan Entertainment Agency of the Year for the third consecutive year.

Find out more at www.rogersandcowan.com. Rogers & Cowan is a unit of the Interpublic Group of Companies. 

ABOUT BRANDTAILERS

Brandtailers is a full-service advertising and marketing agency located in Orange County, California with over 25 years of experience. Areas of expertise include; retail, non-profit and automotive advertising in both local and national markets. This agency combines traditional and modern marketing elements to provide the best results for each client. For more information visit www.brandtailers.com.

ABOUT IDEEA FACTORY

Ideea Factory is a team of creative and technical artists who develop, produce and distribute internet content -- whether it's via social media, websites, smart phone apps, video, marketing or sponsorship.  Ideea Factory supports ecommerce, lifestyle, live events, charities and more genres of brands to strengthen their messaging, widen their audience reach, and develop deeper brand loyalty while staying on schedule and within budget.  Learn more at www.IdeeaFactory.com

SOURCE RADD

Related Links

http://www.radd.org