Research Papers

Partnering to Promote Sober Driving

Version 1
Date added June 17, 2014
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Category 2014 CMRSC XXIV Vancouver
Tags Policy and Practice, Session 3B
Author/Auteur Anne Leonard
Stream/Volet Policy and Practice

Slidedeck Presentation Only (no paper submitted)

3B Leonard_Partnering to Promote Sober Driving



To create messaging in partnership with like-minded colleagues to prevent impaired driving; to integrate mutual goals including current legislation, prevention strategies, and educating the public on costs and consequences for impaired driving.




arrive alive DRIVE SOBER has been hosting an annual campaign for 25 years that researches, produces and shares printed materials, Public Service Announcements, and other resources for educating the public. There are many opportunities for collaboration with police, paramedics, and government.

For 25 years, arrive alive DRIVE SOBER has been steadfast in its pursuit of increased awareness and has built links with media, business and government; these relationships are explored and reviewed through discussion, meetings and research to determine if there is merit in partnering.



The results have been a collection of messages and materials that facilitate the goals and objectives of a number of partners and in response to research and current trends.

Our strongest medium is perhaps Public Service Announcements and they have afforded us many opportunities for collaboration. arrive alive DRIVE SOBER has historically partnered with a number of colleagues.

  • Late in 2012 we partnered with the RCMP and the CACP on a Drugs and Driving Spot which is aired nationally and shares the information that there is risk with driving high, that you can be caught, and that the penalties are the same and that these penalties are significant. Ottawa Police and local universities students helped out as well on the spot.
  • In 2013, arrive alive DRIVE SOBER partnered with the Ontario Paramedic Association to create a fresh, more current PSA with the renowned Choose Your Ride PSA which had originally featured Toronto EMS level III paramedic Roberta Scott. Other partners included Toronto EMS, the Ontario Provincial Police, Original’s (local restaurant), and a local funeral home: Murray Newbigging.
  • We partnered with Smart Serve Ontario on a message to educate patrons of licensed premises on the illegality of over-service under the Ontario Liquor Licence Act. Two local bars donated space: McSorley’s Saloon, and Vesuvio’s Restaurant. Rogers Radio in Ottawa donated studio space for the audio track. The message was a challenge and had to be shot twice as the first cut had too much distinguishable branded alcohol. The audio track also had to be recorded twice to include commentary around the patrons’ plans for a safe ride home.

Change the Conversation is an example of a national campaign to address the impaired driving issue on some very specific levels. Arrive alive DRIVE SOBER partnered with Traffic Injury Research Foundation to create and share materials.



Partnering on messaging is a great way to connect with colleagues and share mutual concerns. There is an abundance of history and insight that can culminate in great campaigns slogans and products through dialoguing and outreach by road safety professionals.

Anne Leonard