Performers’ Ads Will Target Drunk Driving

In an attempt to reduce the number of alcohol-related accidents on Los Angeles roads this holiday season, an organization of entertainment professionals will launch a six-week, music-driven campaign aimed at persuading young adults to use designated drivers.

The campaign, “LA Challenge,” features a “designated driver’s license,” which can be redeemed for free nonalcoholic drinks, discounts and other rewards at more than 150 participating L.A.-area businesses.

About 600,000 licenses have been mailed to homes in Los Angeles, and another half-million are available at the businesses, said Erin Meluso, president of Recording Artists, Actors and Athletes Against Drunk Driving, or RADD. The licenses can also be downloaded from RADD’s Internet site.

“We like to think of ourselves as one arrow in the quiver, one part of a larger effort,” said Meluso. “We’re giving young adults an incentive to think about being the designated driver during the holidays.”

A $40,000 grant from the United Way of Greater Los Angeles will enable RADD to promote LA Challenge with a high-profile media campaign featuring the slogan “Designate Before You Celebrate” and the Beatles song “Drive My Car,” Meluso said.

A group of celebrities, including actors John Larroquette, Jeff Foxworthy, Crystal Bernard, Sean Kanan and musician Flea from the Red Hot Chili Peppers, will appear in radio and TV advertisements. Originally known as Rockers Against Drunk Driving when it was established in 1986, Studio City-based RADD focuses on reaching people between 21 and 34 with hip, positive messages.

“Our message is: Your lifestyle is your business, but when you take it on the road, it’s everyone’s business,” Meluso said.

“This age group may not necessarily pay a lot of attention to messages from the surgeon general, but they will pay more attention to a famous singer or actor who they can relate to.”

Citing CHP statistics, Meluso said that drivers in its target group account for 28% of the licensed public but are responsible for 53% of fatal, alcohol-related crashes.

For more information about LA Challenge, including a list of participating businesses, contact RADD’s Internet site at https://www.la.digitalcity.com/radd or call (818) 752-7799.