Radio to spearhead new drink driving initiative – RADD

A major new celebrity driven initiative aimed at saving young lives on Australian roads has just been launched on almost 60 radio stations including all of Austereo’s Today network.

“RADD – Recording Artists, Actors and Athletes Against Drink Driving” combines the power of radio with the “star power” of scores of celebrities to promote responsible drinking habits and alternative options to drink driving.

According to the Project Manager of RADD in Australia, Dave Carter, “Drink driving is still the single biggest killer of people under the age of 25 in this country. Sadly, research indicates that the incidence of drink driving amongst youth appears to be on the rise again. Whilst we acknowledge the deterrent-style campaigns implemented by Australia’s various road safety bodies in the area of drink driving, RADD is offering a different approach to tackling the problem – complementing existing campaigns but not replacing them.”

Last week’s low-key launch featured 30-second Community Service Announcements (CSAs) from R.E.M., Flea from the Red Hot Chili Peppers, and No Doubt’s Gwen Stefani. These messages are now available for download and broadcast in radioinfo’s FREE AUDIO section (red, left-hand margin). More will be added on a weekly basis as soon as they’re recorded.

Carter explains, “Unlike a lot of other celebrity-driven campaigns, RADD won’t rely on just a handful of spots repeated ad infinitum. We’re in the process of enlisting support from a wide range of artists, actors and sporting personalities so that RADD remains fresh and relevant to the 15-24 year old target audience. We expect to record and broadcast at least 50 different Australian messages by the end of 2004, as well as those sourced from our RADD partners in the U.S.”

RADD in the U.S. has been operating successfully as a non-profit organisation since 1986 with over 450 different celebrities delivering numerous life-saving messages to the American public over the years.

In Australia, the RADD initiative is being implemented by Radiowise. Joint CEO, Peter Rubinstein, said, “With any campaign that seeks to change attitudes – like RADD does in relation to drink driving – it is vital that there be a constant presence on radio over a long enough period to make an impact with the target audience”.

There are already close to 60 stations committed to broadcasting 22 RADD messages every week via an airtime agreement for the syndicated youth program, the Rick Dees Weekly Top 40.

“RADD will undergo a comprehensive evaluation program over the next two years,” said Rubinstein, “and if it’s shown to be helping to save young lives, we expect RADD to mirror its American success and continue for many years to come”.

Drink driving is not an accident. It is a behavioural choice and it is preventable. Australian radio stations now have the power to significantly influence youth drink driving habits. All stations can participate by broadcasting RADD messages. To find out more about RADD and how you can become involved, contact Sasha Kahan at Radiowise on 02 9438 4000 or email: [email protected]