KROQ Weenie Roast Y Fiesta 2015 is upon us and this year I am going! The lineup is great with some young bands I am not really familiar with, such as All Time Low, Vance Joy, Walk The Moon, X Ambassadors, Big Data, James Bay, but also very popular to massive acts such as Awolnation, Cold War Kids, Death Cab For Cutie, Florence + The Machine and even Muse! Of Monsters And Men, Panic! At The Disco, and Saint Motel will also be playing, so it sure will be a very full day. Of course when one of the stages is called Bud Light Stage, we can expect a lot of drunk people, but isn’t the case for all music festivals?
This year, RADD, the entertainment industry’s voice for road safety (formally known as Recording Artists, Actors and Athletes Against Drunk Driving), is partnering with KROQ Weenie Roast to launch ‘Make A Plan’ campaign, encouraging designated drivers via a special RADD-branded pick-up and drop off area and RADD Rewards, with on-air commercials, digital streaming, desktop and mobile banners promoting RADD’s message: ‘I don’t let my friends drive drunk…Do you? Make a plan.’ Designated drivers will also be rewarded with free soft drinks and water,… not a bad deal right?
The RADD California Coalition has teamed up with Rogers & Cowan (world’s leading entertainment public relations and marketing agency), Brandtailers (Orange County advertising and marketing agency) and Ideea Factory (artists developing internet content) as its strategic communications team, to develop and implement a highly integrated PR, marketing and social media campaign that targets college campuses and bar patrons in the 18-34 age demographic. The campaign’s goal is to generate socially responsible behavior as part of people’s active lifestyle, by promoting the benefits of planned transportation, ride share and a dedicated sober driver, prior to hitting the bar or party.
RADD is currently active at 35 college campuses, reaching a total student population of 850,000, with an awareness campaign, which is designed to reduce DUI arrests and fatalities by promoting responsible driving. And it is a real success, as California is having the best rate out of the five largest states, in terms of total traffic fatalities.
‘College age drivers are at the core of those who could most make use of the designated sober driver message,’ said Office of Traffic Safety Director Rhonda Craft. ‘RADD is the one organization that is targeting this group, and in ways that speak directly to them.’ I guess there will be a lot of college kids at KROQ Weenie Roast Y Fiesta, so it makes perfect sense
Social media followers are encouraged to re-tweet the hash tag #RADDNight and RADD’s tagline ‘Friends Don’t Let Friends Drive Drunk…Do You?’ during the two week Weenie Roast outreach window and throughout the campaign. Enjoy the music but be safe, the consequences of driving under the influence of alcohol (or anything else) is too great to risk your future!