arrive alive DRIVE SOBER(R) reminds drivers to plan ahead and keep their licence

    ONTARIO, Sept. 4 /CNW/ - arrive alive DRIVE SOBER(R) joined with the OPP
to remind Ontarians to plan ahead this holiday weekend: "Call home, take a
cab, use designated drivers or stay overnight". These strategies have formed
the back bone of the arrive alive DRIVE SOBER campaign since 1989 and were
praised this summer in a University of Regina research paper: "Social
marketing campaigns aimed at preventing drunk driving".
    Executive Director Anne Leonard commented "we were pleased with the
paper's findings as our campaign has always been built on research, focus
testing, and evaluation; we greatly benefit from the dedication and insight of
our Marketing Committee who are responsible for the campaign; the 400+ groups,
schools, police services and businesses that share arrive alive DRIVE SOBER
resources; and the media who provide outstanding support in the form of PSA
space and editorial coverage for the issue".
    Drivers are reminded that since May 1st consequences for drivers found in
the warn range (from .05 to .08) are now recorded on a driver's record and the
accompanying licence suspension ranges from 3 to 30 days.
    Ontario typically has the safest roads in North America but Leonard added
"every long weekend presents an opportunity for all of us to practise the
strategies that helped earn this success".
    arrive alive DRIVE SOBER gratefully acknowledge sponsors Ministry of
Transportation, The Beer Store and SmartServe Ontario.

    Visit for more information.

For further information:

For further information: Media Contact: Anne Leonard, (416) 578-4829

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