A slide show describing SafeRide America and its mission to prevent drunk driving

1. SAFERIDE AMERICA
A Partnership for Public Safety

2. SAFERIDE AMERICA
•Who Are We?
• IRS 501(c)(3) non-profit
• Been in business 18 years
• Driven 150,000 cars home safely
• Five-star rating on Great Nonprofits website
“A well-respected and widely available nonprofit that vows to drive you and your
car home for less than the price of a taxi” – Atlanta Journal Constitution

3. SAFERIDE AMERICA
• Our Mission
• Keep people safe on our highways
• Reduce the incidence of DUI in South Florida
• Involve the alcohol/traffic safety community
in a state-wide public education campaign

4. SAFERIDE AMERICA
• Our Programs
• On Demand Service:
• A fee-based driver-for-hire service for you and your car
• Driver by the hour service:
• Rent one of our drivers to chauffeur you in your own car or a rented car for an extended
period of time
• Event Service:
• Hire a team of dedicated drivers for your next event

5. SAFERIDE AMERICA
• Why The DUI Issue Matters
• DUI deaths are preventable
• In 9 years 8,476 people in FL killed via DUI
• Inestimable economic cost
• Loss of work
• Court/legal fees
• Adverse family impact

6. SAFERIDE AMERICA
•No Longer About Drunk Driving
• Marijuana usage laws are being relaxed
• Opioid usage on the rise
• More cars on our roads than ever
•It is now about Driving Under the Influence

7. SAFERIDE AMERICA
• Some Important Facts
• .08% Blood Alcohol Content is Florida state limit
• At .02% BAC there is a decline in visual functions*
• At .05% BAC a loss of muscle control and lowered alertness*
. At .08 BAC=difficulty in concentration, and judging speed*
• Police can arrest someone even under suspicion
*National Highway Traffic Safety Administration data

8. SAFERIDE AMERICA
• DUI Penalties are severe for first offense:
• Car will be impounded
• Spend a night in jail
• Mandatory community service
• Legal/court costs
• Loss of work
• Possible suspension of driver’s license
• Adverse social stigma

9. SAFERIDE AMERICA
•Education/Prevention are Keys
• Must remind the public about the threat
• Remind them of the consequences
• Present the safety options
This or this?

10. SAFERIDE AMERICA
•Our Public Engagement Campaign
• Objectives
• Inform the public about the dangers of DUI
• SafeRide America is the best DUI option
• Reduce DUI related fatalities on Florida highways
• Raise funds via aggressive sponsorship program

11. SAFERIDE AMERICA
Public Engagement Campaign
• Phase I:
• Focus on Palm Beach County, Florida
• Use crowdfunding to raise money
• Create sponsorship program
• Use funds to create public awareness

12. SAFERIDE AMERICA
Public Engagement Campaign
• Phase II:
• Create SafeZones™ in cities
• Employ social media tactics
• Create a cause marketing program
• Employ earned media tactics
(public relations, editorial support)

13. SAFERIDE AMERICA
Public Engagement Campaign
• How SafeZones™ work:
• Created in a target city or community
• We build rapport with bar/restaurant owners
• They refer people who want to get home safely to us
• Qualified drivers get people home safely
• Creates a win/win/win solution among the driver, the
bar owner and society

14. SAFERIDE AMERICA
Public Engagement Campaign
• Phase III:
• Target South Florida media
• Broadcast and cable TV
• Radio
• Print
• Outdoor

15. SAFERIDE AMERICA
•Florida Statewide Outreach
• Strategy
• Create national and state awareness
• Demonstrate SRA leadership on DUI issue
• Involve sponsor(s)

16. SAFERIDE AMERICA
• Florida Statewide Outreach
• Tactics
• Create quarterly newsletter
• Build Florida contacts database
• Make outreach contacts to allied orgs
• Include sponsors in all advertising

17. SAFERIDE AMERICA
•Florida Statewide Outreach
• Tactics
• Create Florida Alcohol/Safety Task Force
• Create Florida media contacts database
• Introduce Task Force at press conference
• Create ongoing publicity
• Include sponsor support

18. SAFERIDE AMERICA
•Florida Statewide Outreach
• Tactics
• Stage Town Hall Meeting
• Build consensus among alcohol/safety community
• Include statewide media
• Generate publicity
• Include sponsor support

19. SAFERIDE AMERICA
•Florida Statewide Outreach
• Tactics
• Form Media Advisory Committee
• State and local members
• Provide input on effective media engagement
• Increases chance they will provide publicity support
• Comprised of General Managers or Senior Staff

20. SAFERIDE AMERICA
•Florida Statewide Outreach
• Tactics
• Form Speakers Bureau
• Speeches/workshops with service clubs

21. SAFERIDE AMERICA
•Florida Statewide Outreach
• Tactics
• Blast emails
• Blogs
• Tweets
• Facebook posts

22. SAFERIDE AMERICA
• Create Jordan Wachtell Foundation
• Connect with SafeRide America
• Explain Foundation mission
• Provide a fund-raising platform
• Provide facts on Florida DUI
• Include a sponsor's page
• Create Media Room on website
• Press releases
• Op Eds for newsletters/broadcast media
• Newsletters
• Links to PSA download sites
• Senior staff bio sketches
• Links to sponsor websites

23. SAFERIDE AMERICA
•South Florida PSA Campaign
• Tactics
• Develop media contacts database
• Create/distribute PSAs to SFLA media
• TV/radio/print and outdoor messages
• Used by media as public service only

24. SAFERIDE AMERICA
•South Florida Cause Marketing Campaign
• Tactics
• Modify PSA messages to accommodate local sponsor(s)
• Purchase media time/space to give us greater control
• Timing/frequency/spot length of usage
• Runs from mid-November through New Years
• Radio is the centerpiece
• 2 for 1 PSAs for each paid spot
• Either :25/:05 or :55/05 lengths for sponsor tags
• Solicit editorials and on-air interviews

25. SAFERIDE AMERICA
• South Florida Cause Marketing Campaign
• Tactics
• Get endorsement from Florida Outdoor Ad Association
• Place messages on:
• Highway billboards
• Restaurant/bar posters
• Internal/External retail posters
• Shopping center posters
• Airport posters
• Transit posters and others

26. SAFERIDE AMERICA
• How You Can Help
• In unity there is strength
• To combat DUI it will take a united effort
• We will supply the message
• We will supply the talent
• We will supply the logistics

27. SAFERIDE AMERICA
•We need you to help with:
• Funding
• Credibility
• Your own ad support

28. SAFERIDE AMERICA
•Funding
• Three levels of sponsorship
• Platinum – total sponsorship
• Gold – Half sponsorship
• Silver – Quarter sponsorship

29. SAFERIDE AMERICA
•We need you to help with:
• Platinum
• Your message on all Cause Marketing vehicles
• Cost is XXX

30. SAFERIDE AMERICA
•We need you to help with:
• Gold
• Your message on half of all Cause Marketing ads
• Cost is XXX
• Silver
• Your message on a quarter of all Cause Marketing ads
• Cost is XXX

31. SAFERIDE AMERICA
• Sponsor Benefits:
• You are helping to solve an important local problem
• The “halo” effect of working with other community leaders
• Getting great advertising/publicity exposure
• The public is more prone to work with enlightened businesses
According to the 2017 Cone Social Responsibility Survey:
• 63% of Americans want businesses to drive social change moving forward
• 78% want companies to address important social justice issues
• 87% will purchase a product because a company advocated for an issue
they cared about

32. SAFERIDE AMERICA
•Final Thoughts:
• From 2003-2012 8,476 Floridians died due to DUI
• Every one of these deaths was preventable
• Unless we all work together this will not stop
• Join with us to stop the senseless killings