Arrive Alive Launches 25th Annual Sober Driving Campaign in Advance of May Long Weekend

TORONTO, May 15, 2013 /CNW/ - arrive alive DRIVE SOBER® will be at Toronto Police headquarters this morning to celebrate its 25th year of advocacy in Ontario, joined by members, supporters and government representatives, the event will mark the launch of arrive alive's annual sober driving campaign with a message to Ontario drivers to be vigilant this holiday weekend.

"As we celebrate our 25th anniversary, arrive alive DRIVE SOBER® is extremely grateful for the support that we have received from broadcasters, artists, businesses, the police and our key partners - The Beer Store and the Ministry of Transportation," said Executive Director Anne Leonard, who has taken part in all 25 campaigns. "Our charity is proud of the progress we have made in Ontario over the past 25 years to change attitudes about impaired driving and help save lives. There is still more work to do and we are launching our annual sober driving campaign today to remind Ontarians to drive safely this holiday weekend."

This year's annual drive sober campaign features new video Public Service Announcements including a tribute to the 20th campaign PSA: Do The Right Thing: ( Two new radio spots acknowledge past spokespersons: Ed Robertson, Wendel Clark, Shania Twain and Chantal Kreviazuk.

The Arrive Alive 25 Road Trip also launches today with the help of summer students and volunteers who will take the arrive alive DRIVE SOBER® message to 25+ special events throughout the summer.

"For 25 years, Arrive Alive has been doing a great job of reminding us to stay safe. Drinking and driving is a crime and endangers all users of our roads. Let's all play our part in keeping Ontario safe by being safe and responsible drivers." Madeleine Meilleur, Minister of Community Safety and Correctional Services.

"Congratulations to arrive alive DRIVE SOBER on their 25th anniversary," said Acting Superintendent Gord Jones of the Toronto Police Service on behalf of the Ontario ACP Traffic Committee. "Our work must continue. In Ontario, drinking and driving has an estimated annual financial cost to society of at least $3 billion which does not take into account the emotional trauma that the victims, friends and families have to live with for the rest of their lives! We look forward to our continued partnership with arrive alive DRIVE SOBER as we all work towards making the roads in the province as safe as they can be for everyone."

Thanks to sponsors and supporters: The Beer Store, Ministry of Transportation, SmartServe Ontario, CAASCO, TAXIGUY, Spirits Canada, Pirate Radio, Rob Rainford, RIDE Checks, Street Seen Media, TTC, GO Transit, Ontario Provincial Police, Toronto Police Service, Toronto Emergency Medical Services, Murray Newbigging Funeral Home, Diamond Taxi, Cancel Winter, and all media.

Video with caption: "Video: Arrive Alive 25". Video available at:

Video with caption: "Video: Closing Time". Video available at:

Audio with caption: "Audio: Arrive Alive is 25 with Ed & Wendel". Audio available at:

SOURCE: arrive alive DRIVE SOBER

For further information:

Anne Leonard, 416-578-4829

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