In 2009, 38% of motor vehicle-related fatalities in Alberta involved alcohol use. Impaired driving is a serious offence and problem in Alberta, affecting everyone on the road. Drinking and driving can easily be prevented but continues to take lives every day. Communities and law enforcement must work together to rid our roads of unsafe drivers.
The Rural RID (Report Impaired Drivers) campaign aims to increase awareness of the public’s ability to call 911 when they observe erratic driving behaviours (or wobbly vehicles). Goals of the campaign are to increase the public's knowledge of the signs of an impaired driver, and to increase their comfort level in making this call to 911.
RID is a community awareness campaign that uses highway signs, marketing materials, and community events to promote the message that when you see a wobbly driver, call 911.
The strength of this campaign is that it can be tailored to: a community of any size, a large or small project budget, many or few committee members, and various venues. All materials and ideas needed provided below.
The Rural RID 911 campaign was designed around the successes of the following: Mothers Against Drunk Driving (MADD) Campaign 911 (2007), Report Impaired Drivers (RID) 911 launched in Calgary (2009), and in Red Deer (2010).