May 18 , 2010

Campaign embraces new mediums

DRIVE SOBER marries old with new media

Launching today at Toronto EMS Ambulance Station in the Exhibition Grounds, the 22nd arrive alive DRIVE SOBER campaign marries old with new. Campaign components for 2010 include new PSAs, a refreshed Choose Your Ride image, and a Smart Phone App.

Ideas came partially from the Queen's School of Business annual "Consulting for a Cause" day when Queen's business students team up to compete for a charity. The top teams' ideas included an "Arrive Alive App", educational texting activities, and a 6:21 event. Both the Arrive Alive App and a 6:21 event will be carried out this year. The promotion of the Arrive Alive App through the use of PSAs will also remind us of the alternatives to driving impaired.

Spencer Rice of "Kenny vs. Spenny" volunteered his energy, his time and his crew to create a totally different Public Service Announcement intended specifically for the younger male audience. Two versions exist - one for broadcasters and one for YouTube.

With support from many road safety partners, the arrive alive DRIVE SOBER Marketing Committee refreshed the very successful Choose Your Ride image which will be shared across Ontario via 100 bus backs, 2,500 posters, and 10,000 postcards. And there is a new Choose Your Ride video PSA with Toronto Police Chief William Blair.

"We are pleased to support this campaign and will continue to work with arrive alive DRIVE SOBER and other partners to keep impaired drivers off our roads. There is absolutely no reason why anyone should drive after they have been drinking." - Kathleen Wynne, Minister of Transportation.

"This year we have many supporters and we are very appreciative for all of their involvement," said Alex Reid, vice-president of arrive alive DRIVE SOBER. "We can get a lot more accomplished working together."