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June 9, 2005 (Detroit, MI) Michigan Office of Highway Safety Planning (MI OHSP) is proud
to partner with Major League Baseball (MLB), Techniques for Effective Alcohol Management
Coalition (TEAM), and RADD, The Entertainment Industry’s Voice For Road Safety, on the
Responsibility Has Its Rewards (RHIR) national campaign. This promotion rewards adult
fans who pledge to be designated drivers at any MLB game by entering them into a drawing
for a chance to be selected as that Club’s designated driver for the season and to
receive prizes including tickets to the World Series or a trip to the All-Star Game.
During the 2004 season, over 160,000 baseball fans pledged to be designated drivers as
a part of the Responsibility Has Its Rewards campaign. RHIR Program national partners
include the beer Industry: Anheuser-Busch, Miller Brewing Company, Coors Brewing Company
and concessionaires: Aramark Corporation, Delaware North Companies – Sportservice. The
Detroit Tigers and Comerica Park host the 2005 MLB All-Star game and festivities. After
the 3rd inning of the All-Star Game on July 12th, the designated driver for the 2004 season
from the Philadelphia Phillies, Ken Peterson, will be recognized on the stadium video board
followed by a public service announcement reminding all fans to designate a sober driver and
always buckle up.
NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
MI OHSP RHIR Adult MESSAGE (21+): Fans Don’t Let Fans Drive Drunk™, Major League Baseball - I Live For This!
MI OHSP RHIR Family MESSAGE (underage): Buckle Up every trip, every time™
US DOT / NHTSA 2004 NATIONAL DATA:
- In 2003, 17,013 people were killed as a result of alcohol-related car crashes
- Many, if not most of those lives would have been saved if people did not drive
when they were impaired by alcohol or if they used sober, designated drivers or if
they simply wore their seat belts.
- Statistics and research clearly show that 21-34 year old males are the
demographic most likely to be involved in an automobile crash, drive when
impaired by alcohol, and fail to buckle up.
MI OHSP and RADD / TEAM RHIR OPPORTUNITY:
WHO: Fans and the Community
WHAT: An invitation to tape a traffic safety message. Participants’ messages may be selected to be included in a public service announcement, sponsored segment and/or vignette.
WHERE: MLB FanFest in Detroit, MI
WHEN: Saturday, July 9, 2005
VIEW THE HIGHLIGHT REEL FROM THIS EVENT
MI OHSP, MLB, TEAM, RADD, and NHTSA will invite fans to tape a traffic safety message at
MLB FanFest. The fan’s message may be selected to be included in a public service
announcement and/or vignette. RADD / TEAM will set up a PSA filming/recording studio on
the floor of FanFest, which will include TV and radio recording equipment and operators.
We will provide sample scripts. Local media may be invited to participate and support.
ABOUT MLB FANFEST:
Celebrating its 15th anniversary in 2005, John Hancock All-Star FanFest at Detroit's
Cobo Center will capture the thrills and excitement of baseball with nearly 50 interactive
attractions, skills clinics and seminars, free autographs from Major League legends, live
entertainment, a collector's showcase of memorabilia and much more. www.mlb.com
July 9th Event Partners Involved: Michigan OHSP, MLB, TEAM Coalition, RADD, and NHTSA
QUOTES:
“We are pleased to invite members of our roster of over 500 RADD celebrity messengers to
participate in this campaign, as well as provide a platform for Major League Baseball
players to talk about road safety. With RADD, TEAM and MLB working together, we can reach
an at-risk audience of young adults, where they live, work and play with life saving
messages,” said Erin Meluso, President of RADD.
“MLB views fan safety as one of the League’s top priorities, that’s why we endorsed the
Responsibility Has Its Rewards campaign – to recognize our fans who choose to designate
a sober driver,” said Kevin Hallinan, Senior Vice President of Security and Facility Management
for MLB and Chairman of TEAM Coalition. “We are confident that with RADD’s help, even more fans
will become aware and participate in this life-saving program.”
"This is a homerun event that we hope will engage fans in a fun and friendly way to go to
bat for traffic safety. Athletes, ball clubs, stadiums and Major League Baseball are all
to be commended for supporting programs that encourage motorists to buckle up and drive sober,"
said Michael L. Prince, division director of the Michigan Office of Highway Safety Planning.
# # #
MI OHSP - Mission Statement is to save lives and reduce injuries on Michigan roads through
leadership, innovation, facilitation, and program support in partnership with other public
and private organizations. www.michigan.gov/msp
TEAM Coalition – an alliance of professional and collegiate sports, entertainment
facilities, concessionaires, the beer industry, broadcasters, governmental traffic safety
experts, and others working together to promote responsible drinking and positive fan behavior
at sports and entertainment facilities. www.teamcoalition.org
RADD (Recording Artists, Actors and Athletes Against Drunk Driving), ‘The Entertainment
Industry’s Voice for Road Safety’, is an internationally recognized non-profit organization
that empowers celebrities and media partners to create positive attitudes about road safety.
Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe driving
through control behind the wheel, making responsible behavior the norm. RADD’s messages are
non-judgmental, hip and positive. www.radd.org
NHTSA (The National Highway Traffic Safety Administration), under the U.S. Department
of Transportation, was established by the Highway Safety Act of 1970, as the successor to the
National Highway Safety Bureau, to carry out safety programs under the National Traffic and
Motor Vehicle Safety Act of 1966 and the Highway Safety Act of 1966. www.nhtsa.com
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