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[ Featured ] client

RADD: The Entertainment Industry’s Voice for Road Safety


This month’s featured client is RADD. This internationally recognized non-profit organization empowers celebrities and media partners to create positive attitudes toward road safety. Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe driving, striving to make responsible behavior the norm. RADD's messages are non-judgmental, hip and positive. They are a proud two-time recipient of the US Department of Transportation's prestigious Public Service Award. Originally RADD stood for “Recording Artists, Actors, and Athletes Against Drunk Driving,” but over time the acronym became synonymous with “The Entertainment Industry’s Voice Against Drunk Driving,” and is best known for its slogan, “Friends don’t let friends drive drunk.”

Mission
RADD president, Erin Meluso describes the mission of her nonprofit organization when she explains that “RADD focuses on peer-to-peer prevention outreach and providing lifestyle-oriented solutions to avoid drunk driving.”

RADD Designated Driver Program
Among college-aged young adults, alcohol related crashes are the leading cause of death, and these numbers continue to increase. The RADD organization focuses on alcohol awareness and prevention programs, as well as reward programs where DD’s have the opportunity to receive free non-alcoholic beverages, discounts on appetizers, and possibly even free admission into clubs.

Using Celebrity To Help Stop Drunk Driving
After news of a fatal teen drunk driving accident reached a bay area radio station, the staff decided to ask celebrities who frequented the station to end their messages with a “don’t drink and drive” message. The message was formalized over time, and those voices formed the basis for the RADD Celebrity “Friends Don’t Let Friends Drive Drunk” campaign, for which RADD is internationally recognized. John Mayer, Barry Bonds, Paul McCartney, Shaquille O’Neal, Warren G, Tim McGraw, Marc Anthony and Gwen Stefani have used their voices to get the word out, backing RADD’s road safety efforts.

Alternative Strategies supports the vision of RADD, and has been hired to update their branding, manage PR efforts and develop and execute RADD’s social media presence.