Arrive alive DRIVE SOBER

This province-wide public awareness campaign has been hosted by Ontario Community Council on Impaired Driving (OCCID) since 1989. The program runs throughout the year (with emphasis on the summer months) to increase awareness of the injury and death caused by impaired driving and to provide alternatives to driving impaired.

Highlights:

* "Choose Your Ride" poster campaign (May launch event) and Shut out Impaired Driving (winter version of arrive alive DRIVE SOBER)

* Radio and video public service announcements (PSAs) featuring Toronto Maple Leaf Tie Domi, Ottawa Senator Antoine Vermette, Argonaut Jude St. John, Tiger-Cat Mike Morreale, Toronto Blue Jay Ted Lily and singer/songwriter Ed Robertson of Bare Naked Ladies. Chief Grodzinski of the OPP and Superintendent Steven Grant of the Ontario Association of Chiefs of Police also recorded PSAs. Over $2 million in airtime is donated by Ontario broadcasters each year;

* Highway and other electronic board messaging;

* Promotional materials distributed to 400+ groups, schools, health units and police, as well as many businesses;

* Arrive Alive Passport to Safety, a mini-brochure which educates the public on current penalties and costs for impaired driving, and promotes strategies to prevent impaired driving, i.e. call home, take a cab, report an impaired driver

* Annual Drive Straight Golf Tournament

* Special awareness days at key times of the year (heading into summer long-weekends);

* Drive Sober valentines; and

* Home hosting materials.

Multiple private sector and government supporters sponsor the campaign most notably The Beer Store, Ontario's Ministry of Transportation, and Pilot Insurance. To find out more, visit OCCID's website at www.occid.org* or www.arrivealive.org*.

Since 2002 OCCID has also offered Drive Straight materials and concepts to community groups/businesses to support sober driving in conjunction with local golf tournaments.

In 2005 OCCID supported fundraising efforts locally with Sober Suds – a concept originating from OSAID - and arranged for car wash materials to be shared from Clorox Canada.

OCCID is a provincial charity representing 70 anti-impaired driving organizations, associations, community action groups and individuals working to eliminate impaired driving in the province and enable people and communities to share resources and information that will prevent injuries and save lives.