Presentation Transcript
Slide 4:When we started….
Slide 5:58% of traffic fatalities involved alcohol Summer months had double the fatality rate of other months
Slide 6:We worked with 25+ community groups OCCID began hosting
arrive alive DRIVE SOBER® So…
Slide 7:We’ve had a lot of help…
Slide 9:Research suggested that messaging:
Should reinforce the right choice
Be delivered by peers and celebrities
Slide 10:So our messages and our materials reflected these findings.
Slide 11:Ed Robertson
Slide 13:By 1998 summer fatalities
were continuing to decline
Slide 14:New support came from Shania Twain
Slide 15:Her man
drives sober… yours should too!
Slide 16:That year, we:
Hosted four regional launch events
Sent “weekly reports” to media to highlight hot issues of the season
Developed the Passport to Safety
Slide 17:Some PSAs are recorded for a specific audience
Blondie’s “Call Me” was ideal for this PSA aimed at parents of teens
Other messages have targeted issues like…
Slide 18:Risk to Passengers
Impaired Boating
Summer Statistics
Home Hosting
Student Life’s
“Zero Hero” 1-888-TAXIGUY
Operation Lookout
OSAID’s Call Me card
Equivalency
Slide 19:Support from the music industry
has been amazing.
Slide 20:across Ontario…
“Joanne” was heard in Kapuskasing Played by 50 + stations, earning over
$2.5 Million in airtime each year
Slide 21:Social Norm Positive Youth Seasonal Messages Strategic Current
Slide 22:When appropriate, our materials
raise awareness of new legislation
Slide 26:Today “Choose Your Ride” is the theme for:
Two television PSAs
Slide 27:OCCID President Denise Polgar
OPP Chief Supt. Bill Grodzinski
OACP Traffic Committee Supt. Steve Grant
OPP Cst. Michelle Coulombe Four Radio PSAs featuring
Slide 29:Transit Advertising
Slide 30:Transit Advertising
Slide 31:Postcards
Slide 32:Awareness Events
Slide 33:Press Conferences
Slide 34:Press Conferences
Slide 35:Today there’s a winter theme for arrive alive DRIVE SOBER
Slide 36:Our winning team…
Slide 37:20,000 home hosting kits …
100,000 coasters
40,000 gift-tags
20,000 recipe cards
20,000 passports to safety
with
60 contacts province-wide Last winter, the 3rd “Shut Out” campaign shared…
Slide 39:Now, at the twenty year mark….
Slide 40:25% of traffic fatalities involve alcohol Summer months have seen a 70% decrease in the fatality rate
Slide 41:arrive alive DRIVE SOBER materials
are shared with 400+
Community Groups
Police Services
Schools
Businesses
Public Health Units