Choose Your Ride
Brief history and overview of Choose Your Ride which has evolved into the
theme for arrive alive DRIVE SOBER through the summer months.
Originally the Choose Your Ride
theme had been used by the London Safe Grad committee... both the idea
and exact wording was well received -...
in the case shared with us they had used the words on a theatre marquis
sign and parked appropriate vehicles below the sign; we asked if we could
use the idea - they said yes ...
Here is what we have done with it since then with guidance from our Marketing
Committee and in response to focus testing and other feedback.
- February 2005 - recorded a radio
PSA with Denise Polgar, OCCID President
at the time
- April 2005 - recorded a video PSA with Roberta Scott from Toronto
EMS with support from Dave Woodford with the OPP and Murray Newbigging
Funeral
Home
- May 2005 - used images as background for arrive alive DRIVE SOBER
launch at Queen's Park
- March 2006 - shot a panoramic image at OPP Aurora detachment with
five vehicles (tow truck, police car, taxi, ambulance, hearse); created
Choose
Your Ride poster in English and French
- April 2006 - recorded Choose
Your Ride radio PSAs with OPP Chief
Supt. Bill Grodzinski and OACP Traffic Committee Chair Steve Grant
- May 2006 - used the images as background for arrive alive DRIVE SOBER
launch at Rogers Centre
- Fall 2005/Spring 2006 - several high schools use idea outside their
schools as awareness event
- Summer 2006 – produced as bus-back ads – 60
in 19 communities care of Street Seen Media
- Winter 2006 - allowed images to be used in mailings and other print
medium.
- Summer 2007 - set up five vehicles in Thunder Alley with support
from Abrams Towing.
- Fall 2007 - request from Action Sudbury to use idea and photograph
for a billboard locally
- … what’s next
in 2008? …

Choose
Your Ride Poster (PDF
Format)
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