The RADD California Coalition was formed to develop and implement innovative mass-market campaigns that combine marketing techniques, entertainment content and science-based methods to promote solutions such as safe rides and designated drivers, and provide incentives for positive behavior on California's roads.
Formed in 2005, the RADD California Coalition engages business, media, hospitality, and state government leaders in a forum to utilize marketing techniques and lifestyle solutions to reduce deaths and injuries among ages 21-34 on California's roads.
RADD receives funding to administer the Coalition from the Department of Alcoholic Beverage Control through a grant from the California Office of Traffic Safety, a department of the California Business, Transportation, and Housing Agency (BTH).
The impaired-driving prevention work of the RADD California Coalition is threefold:
1. Annually undertake a minimum of one statewide mass-market awareness campaign sponsored by the Coalition;
2. Foster a variety of appropriate partnership activities among Coalition members, and
3. Spotlight and reward outstanding efforts by individual Coalition members.
RCC Co-chairs: RADD and the State of California Business, Transportation and Housing Agency
RCC State Partners: The California Business, Transportation & Housing Agency's road safety departments...California Highway Patrol (CHP), Department of Alcoholic Beverage Control (ABC), Office of Traffic Safety (OTS), California Department of Transportation (CalTrans), and Department of Motor Vehicles (DMV).
RCC Founding Members: AAA of Northern California, ABC Consulting, Anheuser-Busch Companies, AOD Initiatives Research, Automobile Club of Southern California, The BACCHUS Network, California Association of Broadcasters, California Beer and Beverage Distributors, California Beverage Merchants, California Grocers Association, California Hotel and Lodging Association, California Restaurant Association, Chevron Corporation, Circle K Stores, Coors Brewing Company, Deluxe Media Management, ECN, Miller Brewing Company, The Motorcycle Safety Foundation, Rob Ross Legislative and Governmental Relations, San Diego State University, The U.S. Naval Safety Center, and RADD celebrity supporters. The TEAM Coalition joined in January 2006.