1) How Did RADD begin?
RADD was born in radio. Back in 1985 in Northern CA at a promotion meeting. News of terrible car crash that killed teens during prom season came over the wire. One of them commented that celebrities came through every day to tape liners, why not ask them to add: "and don’t drink and drive." DJs started collecting the tapes and sharing them. In 1986, RADD incorporated. Thanks to the National Association of Broadcasters and the Ad Council, RADD tracked $80 million in donated radio/TV air time and we suspect at least half as much more that was logged by stations but not reported.
2) What is RADD's mission when it comes to safe driving?
Have fun. Be safe. RADD promotes lifestyle solutions to avoid driving drunk… have a DD, crash on a couch, take Uber or Lyft and for cyclists and motorcycle riders — we say, "you ARE the DD, so leave it at home if you’re going out to party."
3) What are the ways that RADD approaches getting the campaign message out to the public?
Music is the common thread through all of RADD’s outreach. Working with station groups like CBS we host interactive booths at large music festivals like Weenie Roast and partner with community events like the Malibu Guitar Festival. Through social media, we engage with emerging acts to tape performances and deliver upbeat messages to their fans who push it out through their networks. And we also work closely with the California Broadcasters Assoc, where we generated well over a $1million in radio airplay alone in CA last year.
4) Can you talk about RADD's College DUI Awareness campaign?
It is a terrific 3-prong effort to reach college students and other young adults through music marketing as I’ve just described, as well as on-campus activities in partnership with 44 college campuses from SD to SF. Collectively they have a total enrollment of 1,000,000 students. Additionally 400 bars and restaurants surrounding our campus clusters serve as RADD Rewards partners, donating free sodas and other incentives to designated drivers on behalf of RADD. There’s no charge for campuses or bars to participate, because RADD has a generous grant from the California Office of Traffic Safety through the US Department of Transportation’s National Highway Traffic Safety Administration.