 |
 |
 |
 |
 |
 |
 |
 |
||||||
|
|
Join RCC!
Among THE RADD CALIFORNIA COALITION RADD, the Undersigned Key Stakeholders And Agencies of the State of California: Business, Transportation and Housing Agency (BTH) Alcoholic Beverage Control (ABC) Office of Traffic Safety (OTS) California Highway Patrol (CHP) Department of Motor Vehicles (DMV) Department of Transportation (DOT) The RADD California Coalition was formed to address impaired driving in California. After years of declining alcohol-involved traffic fatalities, the CHP reports that California has experienced a 35 percent increase in persons killed in alcohol-involved collisions between 1998-2003. California is not unique-- nationwide efforts to impact driving under the influence (DUI) have stalled—but it is proactive. Alcohol-related crashes threaten the health and wellbeing of all California citizens. To address the rising death rate with positive, solution-based initiatives, RADD (Recording Artists, Actors and Athletes Against Drunk Driving), The Entertainment Industry's Voice For Road Safety (www.radd.org) and the Department of Alcoholic Beverage Control (www.abc.ca.gov) have partnered with California's Business Transportation and Housing Agency and its Office of Traffic Safety, California Highway Patrol, Department of Motor Vehicles and Department of Transportation, to form the RADD California Coalition, which includes members who represent key public, private and CBO stakeholders. Federal funding to form the Coalition has been provided to RADD through a grant awarded by the California Office of Traffic Safety. RADD, the Agencies of the State of California and the undersigned key stakeholders have each fostered numerous positive countermeasures (education/prevention, enforcement, environmental, etc.) to combat impaired driving. However, in order to rapidly increase the quality and quantity of future efforts, collaboration and cooperation with all stakeholders, inclusive of the private sector, is essential. Only as a collective effort, can we mobilize available resources and maximize potential synergies to address this persistent social problem. Governor Schwarzenegger and his Administration recognize that reducing alcohol-related crashes is a statewide issue with safety, health and financial consequences for all citizens. The Administration supports the efforts of the RADD California Coalition through its generous allocation of state resources, including grant funding and participation by senior staff with the appropriate backgrounds, knowledge, and skills to guide the Coalition’s efforts. This Memorandum of Understanding (MOU) delineates the understanding among the following, RADD, governmental agencies of the State of California and key stakeholders, collectively known as the RADD California Coalition. We agree: 1. The goal of the marketing campaigns is to effect behavioral changes among ages 21-34, that "move the needle" thereby reducing alcohol-related motor vehicle deaths and injuries in California. Objectives are to increase the use of sober designated drivers, promote safe rides, and demonstrate model and replicable hospitality marketing strategies in California. 2. Hospitality and entertainment industries, joined by other stakeholders in media, business, law enforcement, transportation, insurance, education and prevention, care deeply about the welfare of all Californians, particularly adults ages 21-34 who are avid users of hospitality and entertainment products and services. 3. Unfortunately, adults 21-34 are most at risk of injury and death from alcohol-related crashes on California's roads. Coalition members will work cooperatively to address this issue and share resources, as appropriate, to reach mutually agreed goals and objectives. 4. The considerable resources of a broad and inclusive coalition of stakeholders (hospitality, media, entertainment, government, law enforcement, health, transportation, automotive, insurance, 21-34 peer leaders, and lifestyle businesses), will be utilized, along with media outreach, education, entertainment properties, celebrity spokespeople, behavioral incentives, safe rides, and ABC licensees, to reduce the incidence of impaired driving among at-risk California populations of adults (ages 21-34), and inclusive of college students ages 21+. 5. The primary focus of the Coalition will be to talk to legal drinkers about making responsible driving decisions. Use of designated drivers, safe ride services, taxi/livery services, and other proven countermeasures will be actively promoted through media outreach, incentives and retail-presence campaigns. 6. Coalition efforts will be focused on high-incidence periods that are not law enforcement windows, notably the winter holidays, with consideration given to outreach during promotional periods surrounding St. Patrick’s Day, Cinco de Mayo, Halloween and regional special events. 7. Coalition members will be encouraged to collect and share non-proprietary data that will help identify the scope and nature of impaired driving among ages 21-34. Research and analysis will be used to create strategies, develop solution-based countermeasures, successfully implement them and evaluate the results. 8. Coalition members will meet at least twice within each calendar year to review the status, accomplishments and future goals of the Coalition. 9. The mission of the RADD California Coalition is to develop and implement innovative mass- market campaigns that combine marketing techniques, entertainment content and science- based methods to promote solutions such as safe rides and designated drivers, and provide incentives for positive behavior. Together, we are committed to providing and promoting creative solutions to enhance the quality of life in California by reducing alcohol-involved injuries and deaths on California's roads. Sign and submit the Memorandum of Understanding (MOU) for review by the RADD California Coalition Steering Committee. Email it along with information about your organization or company to RADD at lea.mateus@radd.org. Click here to download the Memorandum of Understanding (MOU). |
