Operating since 1989, arrive alive DRIVE SOBER^® receives outstanding 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. Our mission is to eliminate impaired driving in Ontario.

arrive alive DRIVE SOBER is organized to increase awareness of prevention strategies to reduce death and injury caused by impaired driving. All messages and literature promotes awareness of alternatives to impaired driving: Plan Ahead, Drink Responsibly, Designate a Driver, Call Home, Take a Cab or Stay Overnight.

At present, arrive alive DRIVE SOBER is the operating name of our organization, which was changed in 2009 from Ontario Community Council on Impaired Driving (OCCID), arrive alive DRIVE SOBER is also the name of our flagship campaign trademarked in 1998. We have also registered websites with the words "Arrive alive" and "Drive Sober", along with "Drive Straight", etc.

After more than 20 years of operating, our campaign has evolved and refocused a few times; it still typically includes the basics such as posters, arrive alive passports, insurance folders, t-shirts, tattoos, and of course, our cornerstone for messaging – a number of Public Service Announcements (PSAs). To keep us on track, we work with a Marketing Committee that meets frequently, we focus test our materials, and we survey from time to time to check that our message is current and appropriate. The campaign currently has these active themes:

"Choose Your Ride" - This popular message is carried out via a number of mediums such as print (posters, transit, passport), radio and television PSAs, and live implementation at press conferences and school events... see a full history of activities with "Choose"

Through the winter - we host "Shut Out Impaired Driving" - holding our sixth such campaign in 2010. We enjoy distribution support for posters and gift-tags as well as support from different hockey leagues and associations. From year to year, we refresh the campaign by changing up our materials and we send a pre-Christmas media mailing to radio stations to enhance the distribution of our PSA through the festive season. Lastly, we are mindful of past improvements to statistics, but at present - "Shut Out" aims at a ZERO drunk driving fatality and injury rate.

"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 – arrive alive DRIVE SOBER provides materials to more than 300 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 have also hosted many special days of awareness with support from professional sporting teams/events that have included the Toronto Blue Jays Baseball Club, Toronto Argonauts, Wakestock, Toronto Marlies, Maple Leaf Sports and Entertainment, various Health Units, 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, CBS Outdoors, and busbacks displayed by Street Seen Media.

Businesses/agencies supporting the campaign include:

Diamond Sponsor: The Beer Store
Platinum Sponsor: Ministry of Transportation

Other supporters include Smartserve Ontario, CAA South Central Ontario, Ornge Transportation, Insurance Bureau of Canada, Ontario Provincial Police, Ontario Association of Chiefs of Police, Toronto Police Services, Pirate Radio and Television/Lonesome Pine Studios and Yamaha Motor Canada.

Campaign Components:

PUBLIC SERVICE ANNOUNCEMENTS (PSAs):
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. Since 2007, Ontario broadcasters have consistently donated more than an estimated $2.5 million in airtime each year, keeping us #1 in Canada for road safety!

Over the years, "Celebrity" spokespersons have included Spenny (Kenny vs Spenny), Ron Wilson, Antoine Vermette, Ed Robertson, Shania Twain, Chantal Kreviazuk, Charlie Major, Dini Petty, Ken Shaw, Mats Sundin, Michelle Wright, Ron Fellows, Tie Domi, and Wendel Clark among others.

Our video PSAs have also grown in use. Notable contributors have included: Creighton Doane, the BareNakedLadies, Amy Nodwell, Sony Canada, and Universal Studios. Production donations have included Lonesome Pine Studios.

MATERIALS:
Materials are created, and produced to advertise sober driving to the general public. arrive alive DRIVE SOBER materials are shared for free, excluding shipping costs. Our flagship material is the "arrive alive passport". The passport encourages 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. The passport is available in English and French.

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