“CHOOSE YOUR RIDE”

QUEEN’s PARK – the 16th annual arrive alive DRIVE SOBER® campaign launches today, aimed at eliminating impaired driving in Ontario. Increased incidents of impaired driving fatalities and injuries through the summer months have driven this program every year since the beginning. Ontario Community Council on Impaired Driving (OCCID) is pleased to note that more recent data is starting to reflect a downward trend in this statistic.

“After 15 years of campaigning, it’s gratifying to see even a slight reduction in fatalities during this historically high-risk time of year,” says Denise Polgar, OCCID President. “However, as our mission is the elimination of impaired driving, this year’s arrive alive DRIVE SOBER campaign is asking everyone to “Choose Your Ride”.

“Summer is the deadliest time for drinking and driving,” Ontario Transportation Minister Harinder Takhar added. “Drinking and driving kills nearly twice as many people in the summer months as the winter months. Our government is working with OCCID to get this message out and urge people to make responsible choices this summer.”

The 2005 arrive alive DRIVE SOBER® campaign is supported by key sponsors allowing OCCID to plan summer long activities including a Sober Suds Car Wash; province-wide distribution of educational materials; postering in the TTC; awareness days at three major sporting events in Ontario; and new “Choose Your Ride” video and audio Public Service Announcements (PSAs).

”Social responsibility is a cornerstone of The Beer Store’s daily business and a value we live each day,” says Scott Simmons, Vice-President, Marketing and Business Development of The Beer Store. “We believe the work of OCCID and the arrive alive DRIVE SOBER program has been significant in helping ensure our roads are among the safest in North America. We are proud to be the lead partners of this program and to help promote sober driving throughout our network of 437 stores.”

OCCID reminds all drivers that one impaired driving conviction will cost a first-time offender about $20,000; losses are greater if you cause a crash. By surveying the public over the past three years, OCCID has found that most Ontarians are unaware of the current costs and consequences for one impaired driving offence.

– 30 –

ARRIVE ALIVE DRIVE SOBER® BACKGROUNDER

CAMPAIGN COMPONENTS

Printed materials include:
   Posters*
   Arrive alive passports to safety*
   Insurance folders*
   T-Shirts *
   Litterbags*
   *All available in English and French

These materials will be used throughout the summer to promote sober driving including:

• Passports - province-wide distribution beginning May 5th in all
  • Ministry of Transportation Driver and Vehicle Licence Issuing Offices
  • Serco Drive Test Centres
  • Standard Auto Glass
  • The Beer Store (through the summer months)
• Posters on Toronto Transit Commission (subway system) beginning May 2nd 2005
• Arrive Alive Passport to Safety shared with customers at all Sunoco Eco Wash outlets on May 7th
• at Sober Suds Car Washes hosted by community groups and police services
• arrive alive DRIVE SOBER days at major sporting events
• distributed by about 400 community groups as part of their efforts locally

Video and Radio Public Service Announcements (PSAs)

• “Choose Your Ride” – just released to media - start date May 19th 2005 - kill date April 30th 2006
• 10 other radio spots have been shared with broadcasters for air across Ontario.

Special thanks to Ontario Provincial Police, Toronto Emergency Medical Services, Murray Newbigging Funeral Home, and Crown Taxi for supporting the Choose Your Ride production.

• Ability Impaired Alcohol over .08
  Driver had consumed alcohol and upon testing was found to have a blood alcohol level in excess of .08 grams of alcohol per 100 millilitres of blood.
  
  
• Ability Impaired Alcohol
  Driver had consumed sufficient alcohol to warrant being charged with a drinking and driving offence