RADD's College DUI Awareness Campaign Generates 8 Million Impressions, Radio Tie-Ins
September 30, 2015 at 12:33 PM (PT)
RADD, the ENTERTAINMENT INDUSTRY'S VOICE FOR ROAD SAFETY, marks its successful FY15 "College DUI Awareness" campaign, which has generated more than eight million impressions, 15,000 new fans and 421 retail rewards partners, while serving 35 college campuses and reaching a combined total of 850,000 students.
Backed by an $835,000 grant from the CALIFORNIA OFFICE FOR TRAFFIC SAFETY (OTS), the responsible driving and risk prevention campaign is designed to reduce DUI arrests and road fatalities, which has contributed to CALIFORNIA having the best rate out of the five largest states in terms of total traffic fatalities.
RADD's peer-to-peer "Make A Plan" has partnerships including KROQ's WEENIE ROAST, OUTSIDE LANDS, JAM IN THE VAN's SAN FRANCISCO ARTIST HOUSE and campus, community and media partner outreach in COACHELLA VALLEY and SAN DIEGO.
The campaign targets the college and bar-going demographic with the goal to encourage everyone to "plan ahead" with a designated driver, cab or alternate form of transportation, because drinking and driving is not an option. RADD's classic tag line "Friends Don't Let Friends Drive Drunk...Do You?" is threaded throughout the messaging.
RADD's sponsorship of KROQ's WEENIE ROAST officially launched the "Make A Plan" campaign with on-air commercials, social media engagement, digital streaming and desktop and mobile banners promoting RADD's message: An aerial fly-by also promoted this message during the concert. Additionally, a special RADD-branded pick-up and drop off area was set up for designated drivers who were rewarded with free soft drinks and water.
RADD's partnership with OUTSIDE LANDS reached approximately 200,000 people, including 5,000 onsite daily at the RADIO ALICE 97.3 FM TATTOO LOUNGE, where "College Is RADD" temporary tattoos and educational flyers were distributed. RADIO ALICE and Live 105 FM delivered PSAs leading up to the event in addition to strong web and social media support. A total of 11 radio stations, including PANDORA, offered pro bono message exposure, leading up to and during the event.
RADD's ongoing social media support includes weekly promotions of participating colleges, restaurants and venues with the posting of original content via text, graphics and photos. Materials include videos, PSAs, EPKs and info-tainment relaying RADD's message.
For more information, please visit www.radd.org and www.collegeisradd.org.