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Program
SoberRide,
the anti-drunk driving initiative that really works.
The National Commission Against Drunk Driving (NCADD) and AT&T Wireless
teamed up to implement a new program to reduce the tragic consequences
of drunk driving, which kills more than 16,000 Americans each year.
Encouraging the public to exercise personal responsibility by making the
decision to not drive after drinking is a key objective of a
comprehensive program to reduce drunk driving.
It's Simple.
In cooperation with the Coors Brewing Company and Yellow Cab, the Denver
soberRide program offered complimentary cab rides on select holidays
associated with high levels of drinking.
It's effective.
Getting prospective drinkers to plan ahead by, for example, selecting a
(sober) "designated driver" before starting a "night on the town" is
clearly one preferred choice for preventing the tragic consequences of
drunk driving. However, there are many occasions when individuals need
alternative transportation "on the spot" after consuming too much
alcohol to drive themselves safely. The AT&T Wireless/NCADD soberRide
program addressed this need by providing a safe, on-demand, cab ride
home for these potential drunk drivers.
It's good for the community.
This joint program of AT&T Wireless and the NCADD provided three
important benefits:
- It encouraged and
supported making responsible choices by providing a safe
transportation alternative to the public.
- It helped prevent
unnecessary injuries and death of innocent victims.
- It raised public
awareness of the dangers of drunk driving.
soberRide has already run a successful pilot program in Washington,
D.C. In 2002, with the generous support of AT&T Wireless, soberRide
launched in five cities to begin a nationwide roll out. Denver was
successful in creating a program leader in this five state
expansion.
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