RADD TO FIGHT DRINKING AND DRIVING
By Adnews Staff
Recording Artists Against Drinking and Driving will launch its campaign to combat drunk driving in the fall. Posters will be used at Molson live entertainment venues, university and college campuses, school and liquor control boards. A TV public service announcement is also in the works. The ads will feature artists such as Tom Cochrane, Jann Arden, RUSH, the Bare Naked Ladies and Ashley MacIsaac. The campaign uses an upbeat, non-judgmental approach to target the youth market. It was created by The Sonar Group of Toronto. Molson Breweries of Toronto became a principal sponsor of the RADD program in Canada this year and is funding it through the Molson Take Care initiative, a 10-year responsible use program. RADD is a non-profit organization which uses celebrity name recognition and status to create positive attitudes around drinking and driving. It originated in 1986 in the U.S. as a radio-driven public awareness campaign.