SOURCE: RADD

RADD

June 09, 2010 14:02 ET

Streets of Downtown Los Angeles Become Even Safer as RADD, "The Entertainment Industry's Voice for Road Safety," Launches New Designated Driver Rewards/"Safe Ride Home" Campaign

Over 35 Popular Retailers to Participate in New Program

LOS ANGELES, CA--(Marketwire - June 9, 2010) -  On Thursday, June 10th, RADD -- the award-winning non-profit that bridges the Entertainment Industry with road safety -- and its RADD California Coalition, launch a new interactive campaign offering practical lifestyle solutions to prevent drunk and distracted driving in Downtown LA. The campaign, which debuts in partnership with the popular "Art Walk Los Angeles" monthly celebration, the Historic Downtown Business Improvement District and the Downtown Los Angeles Neighborhood Council, will feature over 35 popular bars, nightclubs and other retailers offering "RADD Rewards" for designated drivers to promote "safe rides home" in taxi cabs, trains and other transportation. 

An easily downloadable map of participating retailers can be found on the initiative's new website at www.RADDinDTLA.com. The maps, which include a sober-driving pledge card and Metro station locations, will be distributed at multiple locations across the metro area. Benefits include free non-alcoholic beverages and discounts on food and other merchandise for acting, non-drinking designated drivers at participating establishments. The cards will also be referred to as a "RADD Designated Driver's License."

The new year-round program will continue its promotion over the next several Art Walks. It culminates in a large event and celebrity media stunt on October 14th, when high-profile celebrities from the film, tv, music and sporting worlds will come together to demonstrate the several safe-driving techniques that RADD and Downtown LA have to offer. Participating retailers will also lend their products for a special "Taste of Downtown" event open to the public. More details for the October event will be released soon.

Downtown LA has the largest number of new liquor license applications in the Southern California area, hence its choice as a perfect test bed for new ideas and policies concerning how the hospitality industry and the residential community will work toward a mutually beneficial coexistence. "The Downtown hospitality businesses are embracing the RADD program and committed to a safe and vibrant 24/7 economy in Downtown Los Angeles," said RADD DTLA co-chair Elizabeth Petersen-Gower, president of EPGLA and co-owner of Royal Clayton's pub.

Motor vehicle crashes are the number one killer of children, teens and young adults ages 1 to 33 in the U.S. (2008 USDOT). Globally, road crashes kill 1.3 million people annually and if unchecked, the World Health Organization (WHO) predicts crashes will rank #1 as the leading cause of death and disability for children and young people ages 5-29 (over AIDS) by 2015.

RADD President Erin Meluso commented on the new program by stating, "Downtown LA has evolved into one of the hottest community celebration spots in Southern California. We see this destination as the ideal place to launch a program that is not only visible and contagious, but also fun in terms of the rewards it offers for those that take a true position of personal responsibility for their friends and family. It is our hope that historic downtown L.A. will set an example for others around the state, country and world to follow."

RADD, "The Entertainment Industry's Voice for Road Safety," (formerly known as Recording Artists, Actors and Athletes Against Drunk Driving), is an internationally-recognized non-profit organization that empowers media partners, celebrities and socially conscious supporters to create positive and contagious attitudes about road safety. Operating for almost 25 years since 1986, RADD's messages are non-judgmental, hip and positive. Best-known for "Friends Don't Let Friends Drive Drunk," RADD is a proud two-time recipient of the U.S. Department of Transportation's prestigious Public Service Award. Past supporters of RADD activities include Oprah Winfrey's 'No Phone Zone' Project, Justin Timberlake, Gwen Stefani, the Black Eyed Peas, Jessica Alba, James Cameron, Steven Tyler, John Mayer, Ryan Seacrest, Eve, Nick Lachey, Marc Anthony, Nick Cannon, Faith Hill, Elton John, LeAnn Rimes, Paul Walker, Tony Hawk and more. 

For more information please see www.RADDinDTLA.com or www.RADD.org and for interview, sponsorship opps, or additional media materials please contact Chandler Poling at CW3PR, (818) 605-2237 or chandler@cw3pr.com

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