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.
24 years young, arrive alive DRIVE SOBER is organized to increase awareness of prevention strategies to reduce death and injury caused by impaired driving. Our messages and literature continue to promote awareness of practical alternatives: Plan Ahead, Drink Responsibly, Designate a Driver, Call Home, Take a Cab or Stay Overnight.
In 2010, with prompting from Queen’s Business students and with help from new Marketing Committee members, arrive alive DRIVE SOBER extended its campaign reach to many social media sites. These sites include: Twitter (@DriveSober), Facebook (Arrive Alive Drive Sober) and Youtube (ArriveAliveOntario). These various social media platforms are updated regularly by staff and volunteers, and has helped spread our message to more and more people across Canada. The response has been outstanding and we are proud to say that we currently have 173 “likes” on Facebook, 357 followers on Twitter, and over 35,000 views on Youtube - numbers which continue to grow each day.
In keeping up with the Smart Phone era, arrive alive DRIVE SOBER developed an “Arrive Alive App” to facilitate planning a safe ride home. This App allows you to program in the phone number of a person that you can trust to drive you home safely, call a taxi, and get the bus schedule for the city in which you are located. The iPhone App is available for free on iTunes and an Android App is currently being developed (also available for free).
The campaign is organized with significant guidance from a Marketing Committee, and is evaluated and refreshed to address the latest issues and to respond to feedback; one example of which is incorporating a QR code into posters and handouts. We still include the basics such as posters, arrive alive passports, insurance folders, t-shirts, and of course, our cornerstone for messaging – a number of Public Service Announcements (PSAs). (order materials here) 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, as well as live implementation at press conferences and school events... see a full history of activities here: "Choose"
Through the winter - we host "Shut Out Impaired Driving" - holding our seventh such campaign in 2011. We enjoy distribution support for posters and gift-tags as well as support from different hockey leagues and associations who host displays and may even add our logo to their ice for a season.
In general – arrive alive DRIVE SOBER provides materials to more than 350 contacts, including police services, public health units, schools, and businesses across Ontario. We continue to share iDRIVE and Drive Sober valentines as a resource for high schools. We have hosted many special awareness days with support from professional sporting teams/events that have included the Ottawa Senators, Toronto Blue Jays Baseball Club, Maple Leaf Sports and Entertainment, Toronto Argonauts, Wakestock, and others.
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.
arrive alive DRIVE SOBER PSAs are distributed with support from broadcasters across Ontario to remind all of us of ways to prevent impaired driving. Broadcasters have consistently donated more than an estimated $3.5 million in airtime each year; this support is an essential part of campaigning and has resulted in safer roads and new attitudes towards drunk driving!
Over the years, we have partnered with a wide range of personalities to engage the public is supporting sober driving:
Other supporters have included: Creighton Doane, the BareNaked Ladies, Amy Nodwell, Sony Canada, EMI, and Universal Studios. Production donations have included Lonesome Pine Studios and Pirate Radio.
Businesses/agencies supporting the campaign include:
arrive alive DRIVE SOBER is both the name of our annual awareness campaign and also the operating name of our organization (changed in 2009 from Ontario Community Council on Impaired Driving [OCCID]). arrive alive DRIVE SOBER was trademarked in 1998; as was Drive Straight; we also host websites with the words "Arrive Alive" and "Drive Sober", along with "Drive Straight", etc.