Anheuser-Busch, Mothers Against Drunk Driving (MADD), and Uber announced the next phase of their joint Decide to Ride campaign in Washington, D.C., where the coalition will combat alcohol-impaired driving this summer.
This Fourth of July through Labor Day, the coalition is teaming up with local sponsorship partners, including the Washington Nationals and Jiffy Lube Live, to encourage consumers to end alcohol-impaired driving by planning ahead for a safe ride all summer long. With increased risks of drunk driving during the summer holidays, this joint effort is critical for raising awareness and promoting road safety by providing ridesharing opportunities to prevent drunk driving.
The Decide to Ride campaign focuses on driving behavior change by connecting with consumers before they even take that first sip – “ because you can’t drive drunk, if you don’t drive there.” Consumers who are aware of the campaign are over 40 percent more likely to use a ridesharing app to avoid alcohol-impaired driving, according to early internal campaign research developed by the coalition.
Building on last year’s launch , the campaign will come to life this summer through digital creative, print and out-of-home advertising, promotions at local events including Washington Nationals games and Live Nation concerts at Jiffy Lube Live, and signage at retailers sharing a key message for consumers – “ If You Drink, Don’t Drive. Decide to Ride.”
Consumers will be able to text a promo code to receive a discount of up to $5 on each of two UberX or UberXL rides during the July 4 weekend.