NEW MESSAGES BRING FRESH APPROACH TO ISSUE:

"Do the right thing" is part of the messaging for OCCID's arrive alive DRIVE SOBER® 20th anniversary Public Service Announcements. Research by Traffic Injury Research Foundation found that 92% of all impaired driving trips are made by 4.4% of the drivers, reinforcing the thought that most of us make the right choice about planning a safe ride home.

OCCID PSAs have been built on research and positive reinforcement for two decades; the 20th anniversary spots bring this messaging home again. "OCCID is grateful for all the support we receive from media and from the many groups, police services, public health units, schools, and businesses in getting our message across to the public and to drivers in particular.

The arrive alive DRIVE SOBER campaign is as strong and impactful as it is because of the great support we have form these people", said OCCID president Shelley Timms. "I hope everyone plans a safe ride home this summer and especially over the Labour Day weekend when our roads will be exceptionally busy".

FOR THOSE WHO MIGHT BE THINKING ABOUT DRINKING AND DRIVING