RADD -- Who's RADD?

CELEBRITY MESSENGERS	From Paul McCartney and Aerosmith through ZZ Top – including, Marc Anthony, Catherine Bell. Barry Bonds, Black Eyed Peas, Brian McKnight, Destiny's Child, Gavin DeGraw, Carl Edwards, Melissa Etheridge, Dennis Franz, Faith Hill, Kelly Hu, Elton John, Tony Kanaan, Josh Kelley, Matt Kenseth, Little Richard, Reba McEntire, Tim McGraw, Brian McKnight, No Doubt, Shaquille O'Neal, R.E.M., Staind, Simple Plan, Justin Timberlake, Paul Walker and over 500 additional celebrity messengers have served as RADD spokespeople, saying to their fans: " Your lifestyle is your business. Don't take it on the road"™
MISSION	RADD is The Entertainment Industry's Voice for Road Safety. An internationally recognized nonprofit [501 (c)(3)] corporation since 1986, RADD pairs athletes, celebrities, media partners and socially conscious sponsors to create positive attitudes about road safety.
URGENCY STRATEGY	Motor vehicle crashes are the #1 killer of children, teens and young adults ages 2 – 34 in the US. (2004 USDOT). Globally, they rank #9, but if unchecked, the World Health Organization (WHO) predicts road crashes will become the #3 killer (over AIDS!) of young people by 2020. Yet, crashes aren't accidents; they are predictable and preventable. RADD uses edu-tainment – music, sports, celebrity spokespeople, media access and sponsors' communication channels – to save lives and reduce injuries by raising awareness about the importance of road safety. RADD's goal is to reduce fatalities and injuries across all age groups by promoting safe, sober driving and awareness of road safety.
LIFESAVING MESSAGES	RADD's target audiences – young adults 21-34 and teens 13-18 – are at great risk of injury or death in vehicle crashes, many of them alcohol related. Solution-based, age appropriate messages promote safe, sane, and sober driving, especially use of designated drivers for adults, wearing seat belts and exercising "control on wheels" whether the vehicle is a skateboard, a bicycle, a family sedan on the highway or a race car on the track.
PROGRAMS	RADD has local, national and international programs to combat drunk driving and promote transportation safety. Programs target young adults, teens, kids, sports fans and military personnel. RADD Teens advocate no-use messages and positive lifestyle choices. Adult RADD celebrities headline designated driver campaigns and events. Team RADD's professional and celebrity drivers promote "control behind the wheel." RADD Kids for Safe & Healthy Choices (child TV and film stars) appeal to peers to make "sound choices" like living healthy lifestyles, using seatbelts and riding with sober drivers. RADD has recently partnered with TEAM Coalition on the Responsibility Has Its Rewards fan program and national campaign.
MEDIA OUTREACH	RADD's public service announcements ( PSAs) generated over $7.1 million of audited airtime in 2004. Personalities of all ages appear in RADD PSAs distributed to radio and TV stations and networks by the National Association of Broadcasters, the Advertising Council, California Broadcasters Association, USDOT and RADD's community partners.
ATTITUDE	RADD's award-winning messages are hip, positive, nonjudgmental and marketing-driven to impact the targeted audiences. Slogans include "Music Lives!", "Music Lives and You Should Too™", " Designate Before You Celebrate™" and with NHTSA, "Friends Don't Let Friend's Drive Drunk™", "Fans Don't Let Fans Drive Drunk™" and "Buckle Up. Every Trip, Every Time ™"
HISTORY	RADD was created in 1986 as a radio-driven public awareness campaign featuring rock stars. Radio personalities were the first to respond to the high death rate among young people from alcohol-involved crashes. RADD's roster now encompasses music, entertainment and sports personalities. Members of RADD's Board of Directors, chaired by James "JR" Sterling, serve as its stewards and RADD's activities are overseen by its President, Erin Dugan Meluso.
"DRIVE MY CAR"	The Lennon/McCartney composition, "DRIVE MY CAR," originally performed by The Beatles, was donated to RADD in 1993 for nonprofit use as RADD's Designated Driver Anthem. RADD is currently planning a 21st century cover and music video featuring performances by chart-topping artists, leading actors and major sports personalities. The project will be announced in 2007 and rolled out in 2008 under the direction of RADD's Global Campaign Board. [05/24/07 ]