Arrive Alive Launches 25th Annual Sober-Driving campaign

Toronto Police Service News Release

Media advisory, Wednesday, May 15, 2013, 10 a.m., Headquarters, main lobby, Arrive Alive Launches 25th Annual Sober-Driving campaign

Wednesday, May 15, 2013 - 8:10 AM
Traffic Services:  416-808-1900

On Wednesday, May 15, 2013, at 10 a.m., in the lobby at police headquarters, Arrive Alive launches the 25th Annual Sober-Driving campaign in advance of the May long weekend.

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: Click here 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,” said 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 Toronto Police Service Traffic Services, on behalf of the Ontario Association of Chiefs of Police 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.”

For further information, please contact Anne Leonard at 416-578-4829.

Constable Tony Vella, Corporate Communications, for Constable Clint Stibbe, Traffic Services