arrive alive – DRIVE SOBER is organized to increase awareness around the death and injury caused by impaired driving during the summer months in response to this time of year being the worst for impaired driving fatalities. All messages, materials, and literature promote awareness of alternatives to impaired driving: Plan Ahead, Drink Responsibly, Designate a Driver, Call Home, Take a Cab or Stay Overnight.

In 2005 two major themes were successful in getting the message out: "Choose Your Ride" was used to launch on May of 2005 and we closed the year with "Shut Out Impaired Driving".

This year the campaign will launch in Toronto early in May 2006. Saturday May 27th about 75 community groups/police services will host a one day car wash to raise awareness and funds to prevent impaired driving in their community. The event is largely funded by The Beer Store, however, this year, special support was received from Clorox of Canada through their Armor All brand which donated “wash and shine” products for all car washes. Additional support was also received from the Ontario Provincial Police and Ontario Students Against Impaired Driving.

In 2006, Ontario Community Council on Impaired Driving will provide materials to 400 community groups, including police services, public health units, schools, and businesses across Ontario.

Special days of awareness will be hosted at key times through the summer with support from professional sporting teams - Toronto Blue Jays Baseball Club, Toronto Argonauts, Toronto Marlies, and others as can be arranged.

Materials are also distributed province-wide via The Beer Store, Ministry of Transportation Licensing Offices, Serco Drive Test Centres, and Standard Auto Glass. Posters are displayed by Toronto Transit Commission and Viacom Outdoor.

Businesses/agencies supporting the campaign include:

• Diamond Sponsor: The Beer Store
• Platinum Sponsor: Ministry of Transportation
• Gold Sponsor: Pilot Insurance Company
• Other supporters include Ontario Provincial Police, Ontario Association of Chiefs of Police, Pirate Radio and Television/Lonesome Pine Studios, and Hatanaka Designs.

Campaign Components:

PUBLIC SERVICE ANNOUNCEMENTS (PSAs):
OCCID arrive alive DRIVE SOBER radio PSAs are distributed with support from broadcasters across Ontario to remind all of us of ways to prevent impaired driving. In 2004, Ontario broadcasters donated an amazing $1.5 million in airtime keeping us #1 in Canada for road safety!

Spokespersons for the 2005 messages include Paul Tracy, Ron Fellows, Ted Lilly, Jude St. John, Mike Morreale, Amy Nodwell, Ed Robertson, and other donated talent including OCCID’s President Denise Polgar.

A new video PSA was produced for 2005 that emphasizes the consequences for not choosing the right ride home.

Use of music in 2005 has been donated by BareNakedLadies, Amy Nodwell, Alanis Morrisette, and Universal Studios. Lonesome Pine Studios donates all production time (thank you!). All of our messages present alternatives/reminders to plan ahead, etc. Scripts and artwork are available to the media.

MATERIALS:
Materials are created, and produced to advertise sober driving to the general public.

The campaign focus is the "Passport to Safety". 2005 marked the 7th year for distributing the passport which prompts people to call a cab, drive sober, be a responsible party host, etc. The passport also lists the most current penalties and costs for driving impaired in Ontario, and includes information about drugs and driving. The passport is available in English and French.

Countertop cartons with coinboxes are available to help local community groups fundraise. Other materials include insurance folders, posters, litterbags, recipe cards, t-shirts, and other materials as they are available.