The tone of the campaign is upbeat, non- judgmental, and targeted to the youth market. The campaign was created by The Sonar Group of Toronto.
Molson Breweries of Toronto has become a principal sponsor the RADD program this year and is funding it through the Molson Take Care initiative, a 10-year responsible-use program.
RADD is a non-profit organization which uses celebrity name recognition and status to create positive attitudes around drinking and driving. It originated in the U.S. in 1986 as a radio-driven public awareness campaign.
Copyright August 1997, Crain Communications Inc.