ARRIVE ALIVE MESSAGE TAKES TRANSIT THIS SUMMER
By Adnews Staff
The Ontario Community Council on Impaired Driving's "Arrive Alive Drive Sober" campaign is being extended to Toronto's subway system this year. Posters carrying the campaign's message, "Plan Ahead, Drink Responsibly, Be A Designated Driver, Call Home, Take A Cab or Stay Overnight," began a 16-week run this week as Canadians prepare for the Canada Day long weekend. The annual "Arrive Alive Drive Sober" initiative, entering its 12th year, focuses on the summer season and its long weekends. Transit posters are being accompanied by radio and television PSA's which were distributed to broadcasters and media last month. Creative has also been provided to print media. Instead of images of smashed cars and accident scenes, the campaign's creative takes a friendly position, said Anne Leonard, executive director of the OCCID and organizer of the "Arrive Alive Drive Sober" campaign. Most drivers operate vehicles when they are sober, she said, adding that the campaign is to remind drivers to continue to act responsibly. This year's transit component is the result of a partnership between the OCCID, the TTC and TDI Canada, the TTC's exclusive advertising representative. Campaign materials, including "passports" which encourage people to call home, report an impaired driver and be a designated driver, are also provided to the general public. The "Arrive Alive Drive Sober" campaign was created in-house by the OCCID. Shaw Street Productions contributed to the production of the television PSAs while Pirate Radio donated its services to the production of the radio PSAs.