Valvoline.com

RADD Approach to Stop Drunk Driving

Celebs' season's greetings for automotive safety

What do Clint Black, Jamie Lee Curtis and Shaq O'Neal have in common—besides the fact that all three are highly successful in their respective lines of work? Black, Curtis and O'Neal are just three of the 450 celebrities who serve as spokespeople for RADD (Recording Artists, Actors and Athletes Against Drunk Driving). This organization brings a hip and fresh perspective to the traditionally staid topic of driving safety.

Sobering Facts

As the high-risk holiday season approaches, RADD is gearing up to bring its message to individuals with the highest frequency of alcohol-related accidents: the 21-34 age group. This specific age range accounts for less than a third (28 percent) of all licensed drivers, yet more than half (53 percent) of auto accidents in which alcohol is a factor.

RADD's approach is to pair celebrities with media partners and sponsors to create positive attitudes toward automotive safety. The challenge in reaching the 21-34 age group with effective messages is to draw attention to a subject that's seen as too serious, or dismissed as something, "that'll never happen to me."

Positive Influence

That's where sports stars such as Shaq O'Neal and Barry Bonds, along with a broad range of recording artists and actors come into play. Hopefully, the reaction will be that, "These celebs think it's cool not to drink and drive."

RADD employs a variety of specific messages such as: "Friends don't let friends drunk," and "Your lifestyle is your business, don't take it on the road." The latter is a non-judgmental slogan that expands RADD's scope to include seatbelt use and control behind the wheel, as well as prevention of drunk driving.

The spokespeople carry these messages directly to their particular audiences. Barry Bonds addresses sports fans; Marc Anthony's message, in Spanish, is carried on Spanish-language TV stations, and Vin Diesel's image, closely connected to the film "The Fast and the Furious," which has become a near-cult classic for street racers, appears on the "lifestyle" posters. The list goes on to include other film and TV stars, athletes from every professional league, and musicians representing everything from boy bands to blues.

Get the Message

Established more than 16 years ago, part of this non-profit organization's success has been its ability to take the message of highway safety straight to its audience. At the 2003 Los Angeles Auto Show, RADD's display included vehicles from three youth-focused movies: "8 Mile," "2 Fast & 2 Furious," and "Blue Crush."

In addition, banners emblazoned with "Do the Ride Thing" flew at the 2003 Super Bowl in San Diego in a program co-sponsored by Budweiser, RADD and the California Highway Patrol. RADD was also instrumental in setting up free van shuttles, underwritten by Bud and Pepsi, and extra train and bus transportation to and from the stadium. RADD has also developed partnerships with NOPI, a large aftermarket parts company and event organizer. It sponsors the 2003 NOPI Fast & Furious Race Series, a compact car drag race and lifestyle music event, and Primedia's Trek2Texas II, a six-city tour featuring sport compact cars.

No Stats

One of the key elements of the RADD programs is the absence of statistics and fear-laden messages, two approaches that simply do not work well with young adults. While statistics help to convey the scope of the problem (17,419 people were killed in alcohol-related traffic accidents in 2002, an average of one every half-hour), most 21-34 year-olds have yet to come to grips with their own mortality. But when Steven Tyler of Aerosmith and the Dave Matthews Band deliver the message, even this age group sits up and takes notice.

RADD is one of a number of anti-drunk driving organizations, all of which have select audiences and messages. MADD (Mothers Against Drunk Driving), provides a safe party guide, especially appropriate during the holiday season. Here are a few tips:

Friendly Tips

* Ask guests to appoint a designated driver before the evening begins.

* Prepare plenty of food, avoiding salty snacks that make people thirsty, so guests will not drink on empty stomachs.

* Plan group activities.

* Offer a variety of non-alcoholic beverages for the designated driver and others who want a non-alcoholic alternative.

* If preparing an alcoholic punch, use a non-carbonated base like fruit juice. Alcohol is absorbed into the blood stream faster with a carbonated base.

* Invite guests who are compatible so no one feels left out.

* Don't push drinks or let your guests pour their own drinks.

* Stop serving alcohol 90 minutes before the party ends, serve a dessert treat with coffee as the "one more for the road." While coffee doesn't sober people up, time does.

The one common denominator between RADD, MADD and the other anti-drunk driving organizations is a sense of responsibility. Have fun, enjoy yourself, but when you get behind the wheel of your car, understand you have your life and the lives of others in your hands. And that should make for a much happier holiday season.