arrive alive DRIVE SOBER^® has been hosted by Ontario Community Council on Impaired Driving since 1989. arrive alive DRIVE SOBER^® receives great support from the public and media for which we are very grateful. A registered charity, we do not telemarket and do not use professional fundraisers.

arrive alive – DRIVE SOBER is organized to increase awareness around the death and injury caused by impaired driving and to promote prevention strategies to reduce 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. OCCID trademarked arrive alive DRIVE SOBER in 1998 and has registered websites with the words "Arrive alive" and "Drive Sober", along with "Drive Straight", etc.

After 20 years of operations, our campaign has evolved and refocused a few times ...though it still typically offers materials such as posters, passports to safety, insurance folders, t-shirts, tattoos, and a variety of Public Service Announcements (PSAs). To keep us on track we work with a Marketing Committee that meets frequently and we focus test and survey from time to time to check that our message is current and appropriate. The campaign currently has these active themes:

"Choose Your Ride" - message is carried out via a number of mediums .. print (posters, transit, passport), radio, television and live (Grand Prix, press conferences, school events) ... see a full history of activities with "Choose"

Through the winter - we host "Shut Out Impaired Driving" - holding our third such campaign in 2007. Building on past support it included a new item - Christmas gift-tags - and was present at six professional hockey games. We enjoyed distribution support for posters and gift-tags as well via the Ontario Hockey League. We changed the artwork for our coasters and did a pre-Christmas media mailing to radio which resulted in enhanced use of our PSA through the festive season. A video PSA produced at the Scotiabank Centre with Ottawa Senator Antoine Vermette late in 2006 has received exceptional broadcast time ... Lastly, mindful of past improvements to statistics but a present stall - "Shut Out" aims at ZERO drunk driving, fatalities and injuries.

"Impaired boating IS Impaired Driving". In 2007 we produced a new sober boating PSA to promote awareness of legislation passed and enacted in 2006. Help from the OPP (Sgt. Karen Harrington), Toronto Police Marine Unit (Constable Steve Burns), Ministry of Transportation (Andrew Davidson) and Yamaha Motors Canada was greatly appreciated and allowed us to create a piece that was also used substantially all last summer. Other materials include postcards, a panel in our passport and key-tainers. At the invitation of the OPP in the GTA and in the Ottawa area, we shared these resources at three boat shows.

In general - in 2007, Ontario Community Council on Impaired Driving again provided materials to almost 400 community groups, including police services, public health units, schools, and businesses across Ontario. We continued to share iDRIVE and Drive Sober valentines as a resource for high schools. We hosted special days of awareness with support from professional sporting teams/events: Toronto Blue Jays Baseball Club, GrandPrix, Toronto Argonauts, Wakestock, Toronto Marlies, Maple Leaf Sports and Entertainment, Belleville Bulls, and the Ottawa '67s.

Materials are also distributed province-wide via The Beer Store, Ministry of Transportation Licensing Offices, Serco Drive Test Centre and the Ontario Hockey League. Busbacks were displayed by StreetSeen Media.

Businesses/agencies supporting the campaign include:
Diamond Sponsor: The Beer Store
Platinum Sponsor: Ministry of Transportation
Other supporters include Yamaha Motor Canada, Smartserve Ontario, Ontario Provincial Police, Ontario Association of Chiefs of Police, Toronto Police Services, and Pirate Radio and Television/Lonesome Pine Studios.

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 2007, Ontario broadcasters donated an estimated $2 million in airtime keeping us #1 in Canada for road safety!

"Celebrity" spokespersons for the 2007 messages include Antoine Vermette and Ed Robertson.

Over the last five years our video PSAs have grown in use and popularity ..."Choose Your Ride" PSA, which was produced in 2005 to emphasize the consequences for choosing the wrong ride home, continued to receive substantial play by broadcasters. The "Shut Out" video PSA with Antoine Vermette has had huge success and the Sober Boating PSA is being used strongly as well.

Use of music in 2007 was donated by BareNakedLadies, Amy Nodwell, 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. OCCID arrive alive DRIVE SOBER materials are shared for free with only a request for shipping costs. Our primary piece is the "Passport to Safety". 2008 will mark the 10th 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 an organ donor card. 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, car wash kits and other materials as available.