April 4, 2003

BareNakedLadies singer records “Drive Sober” message

Toronto, Ontario – A 30-second radio Public Service Announcement (PSA) recorded earlier in 2003 by singer Ed Robertson of BareNakedLadies was one of many steps in preparation for the Ontario Community Council of Impaired Driving (OCCID) “Arrive Alive Bottle Drive” at The Beer Store.

‘We’re thrilled that Ed Robertson of BareNakedLadies made the time to record this message for us’, said Anne Leonard, Executive Director of OCCID.

He recorded two Public Service Announcements (PSAs) – one for the arrive alive DRIVE SOBER campaign and the second to promote OCCID’s largest annual fundraising event held at The Beer Store. Finding time in his busy schedule, Roberston read and re-read the two 30-second ‘Alcohol Education’ PSAs – for the sober driving cause.

This May is OCCID’s 6th Annual Arrive Alive Bottle Drive – taking place at The Beer Store, in select communities, where volunteers will be asking you to donate your empty beer bottles in support of sober driving. In 2002, volunteers in more than 40 communities helped at over 140 stores across Ontario.

Half the funds raised support OCCID’s provincial effort, while the other half is returned to local groups for their own sober driving initiatives.

This year, OCCID is adding communities such as Windsor, London, Ottawa and even Kirkland Lake, just to name a few.

By law, (CRTC) broadcasters in Canada have to balance their alcohol ads with alcohol education. OCCID radio PSAs alone account for more than $1 million dollars in airtime donated by Ontario broadcasters each year.

Celebrities such as Shania Twain, several Toronto Maple Leafs (Mats Sundin and tough guys Tie Domi and Wendel Clark), Chantal Kreviasuk and Patrick Lalime, with the Ottawa Senators, have all recorded anti-impaired driving messages for OCCID. Music artists Alanis Morissette and Blondie have both allowed their songs to be used in OCCID PSAs. There are many more who have added their voices to the ‘arrive alive DRIVE SOBER’ effort.

Visit www.occid.org for more information.

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