Arrive Alive Drive Sober, the Ontario Community Council on Impaired Driving, created parked funeral processions in Toronto’s busiest entertainment districts on St Patrick’s Day this year to remind drivers and passersby to drive sober. The campaign was toned down somewhat with a “thanks for driving sober” payoff, as research shows that most drivers do plan a safe ride home. That said, St. Patty’s day is a night for celebrating and a good time to remind drivers of the risks to all of us when people make the mistake of driving impaired. With no fatal car accidents in the entire city, and much praise from the community, Arrive Alive plans to run the campaign again on other nights and holidays associated with increased alcohol consumption.
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The Funeral Procession campaign was developed at Cossette, Toronto, by creative director Daniel Vendramin, creative Arman Naji, producers Raquel Mullen and Kelly Dhillon.