Mission: To provide leadership and programs to eliminate impaired driving and enable people and communities to share resources and

information that will prevent injuries and save lives. 1387 Bayview Ave., Suite 106, Toronto ON, M4G 3A5

V: 416-485-4411 F: 416-485-8879, Toll Free: 1-800-501-2853, E: arrivealive@bellnet.ca W: arrivealive.org Registered Charity # 88075 5939 RR0001. We do not telemarket. We do not use professional fundraisers.

2017 ANNUAL REPORT

arrive alive DRIVE SOBER Annual Report 2017 1

President’s Message…

In 2017, I served my first year as arrive alive DRIVE SOBER President after many years as the Executive Director.

This year was packed with new opportunities for the organization and I was honoured to work with like-minded

colleagues towards sharing information in new and exciting ways while working towards our common goals.

We hosted arrive alive DRIVE SOBER for the 29th time with great support and success again this year. Our launch event was well-attended and well-organized by our summer students and office staff. We heard from President of the Beer Store Ted Moroz, Toronto Police Inspector Andrew Norrie and Sergeant Kerry Schmidt with the OPP. We launched a new PSA with York Region Police showing some of the consequences for impaired driving. This PSA was brainstormed and created by our wonderful summer students and was released ahead of the one-year anniversary of the Neville-Lake family tragedy. We kept our eye out on the federal government’s promise to legalize marijuana in 2018. We communicated with every MP & MPP to voice our concern about the need for more drug-impaired driving education funding and commitment. Because of this, we were invited to testify on Bill C-46 and Bill 174 at the Federal and Provincial level. Thank you to our Program Director, Michael Stewart, who took on the responsibility of these testimonies and for representing our interests. Our summer was typically busy with six students funded by Canada Summer Jobs Grant: Alex, Josh, Matthew, Jeremy, Jack and Jordan. Each of them exemplified excellent communications skills, self-motivation, adaptability, initiative, and self-confidence throughout the summer as they attended over 50 events on our calendar. Their work proved to be beneficial to our organization with many of them accomplishing projects on their own. The 23rd Drive Straight® Charity Golf Tournament earned a net revenue of more than $46,500. As always, Drive Straight was also offered to and shared at other tournaments to reinforce our message. A huge thank you to the volunteer committee that organizes the event! At the start of November, we hosted our Arrive Alive conference in partnership with the South West Injury Prevention Network; 220 delegates heard from speakers whom discussed upcoming cannabis legalization. Thank you to everyone on the conference committee, and to the SWIPN committee, for organizing an extremely successful and well-attended conference. We continue to be grateful to the media who contribute and make our campaign a success each year and to the many volunteers including our board of directors, members and stakeholders, partners, and sponsors. We especially thank The Beer Store and the Ministry of Transportation for their continued commitment to preventing impaired driving. In closing, I would like to thank all of arrive alive DRIVE SOBER’s members, partners, and supporters for a fantastic two years as President. I will be stepping down from my position to spend more time with my family but I will not be too far away from the organization’s efforts to prevent impaired driving. Anne Leonard President, arrive alive DRIVE SOBER

arrive alive DRIVE SOBER Annual Report 2017 2

2017 was an exciting year for arrive alive DRIVE SOBER. We launched our 29th summer campaign and saw several new products, projects and opportunities arise to address the many changes/issues to the impaired driving concern. Our committees and Board met frequently throughout the year and maintained attention for our regular messages and resources while also tracking newer modes of communications. These changes focused more awareness around upcoming marijuana legalization and drug-impaired driving awareness. Because of these efforts, we saw an increased media, political and public awareness presence; resulting in sharing over 183 orders across Canada and attending over 85 public awareness events to share our messaging and materials. Significant projects included:

Viral Wrecked Car Coaster awareness event on St. Patrick’s Day with ReThink Canada Bottle Drive with The Beer Store. We raised over $1,400 across 6 Ottawa Beer Store locations High school, university and college mailing to share resources. 32 high schools and 12

universities/colleges requested our materials for back-to-school events. Mailing to all the legal marijuana producers to invite them to share our drug-impaired driving

resources. Operation Lookout® mailing to share resources with OPP detachments. MP & MPP mailing to raise awareness about the need for education and awareness when it

comes to drug-impaired driving and cannabis legalization. Attended 52 events between May 1st & September 1st with our summer students. *NEW* Shut Out Impaired Driving PSA with Toronto Maple Leaf, Zach Hyman.

On St. Patrick’s Day, 2017, we hosted our first ever awareness event to go viral in partnership with ReThink Canada and the Emmet Ray bar. The ‘Wrecked Car Coasters’ with the message “This coaster used to be a car. That car never made it home”, were shared at the bar on the St. Patrick’s Day weekend and attracted worldwide attention with media inquiries across Canada and as far away as Australia. These coasters have been identified by many as a ‘best practice’ for sober driving awareness and generated a discussion around sober driving and planning ahead on one of the biggest drinking nights of the year.

Our video PSA roster continued to have strong pick up and included spots such as: Consequences, Responsible Choices, Sober Truth About Driving High, Choose Your Ride, Patricia Jaggernauth’s “Arrive Alive”, The Regulars, Do The Math, Plan A Safe Ride Home, ORNGE Paramedic, Holiday Home Hosting, and Shut Out Impaired Driving with Wendel Clark. 2017 saw us produce a new Shut Out Impaired Driving spot with Toronto Maple Leaf, Zach Hyman.

arrive alive DRIVE SOBER Annual Report 2017 3

In August, we conducted a media monitoring report with Milestone Media to track our television PSA airplay. As a result, our new estimated airtime donation value is approximately $9.5 million. In addition, September saw us arrange establish a new partnership with Shaw Media who has committed to playing our PSAs on their channels. In 2017 alone, they have donated approximately $5 million in television airtime. We thank all broadcasters for their incredible support of our campaigns! We renewed our relationship with CAA SCO who generously sponsored our USB sticks this year. These USBs contain all of our video PSAs, radio PSAs, iDrive: Road Stories (English + French), Eggs on Weed videos, and information about our charity. These USBs were shared with every radio station in Canada this year as well as with TV media outlets, schools, community groups and more. This year we had lots of support from politicians. We met with 10 MPs & MPPs, as a result of our mailing, to discuss upcoming marijuana legalization and the need for sober driving awareness. These meetings led to us being invited to testify on the federal Bill C-46 in front of the Standing Committee on Justice and Human Rights, and on Bill 174, Ontario’s Cannabis Act, in front of the Standing Committee on Justice Policy. Thank you to our President, Anne Leonard, and Program Director, Michael Stewart, for representing us at these testimonies. As well, The Honourable Steven Del Duca welcomed delegates at our conference, and we met with our local MP Rob Oliphant in our offices over the summer to discuss upcoming legislation and our charity. In 2017, The Beer Store donated $96,000 to support the arrive alive DRIVE SOBER® campaign; 100% of these funds are spent on materials and resources to prevent injuries and save lives on our roads. We also gratefully acknowledge continued support and participation from the Ministry of Transportation for arrive alive DRIVE SOBER. Our many other supporters and sponsors include Smart Serve Ontario, CAA SCO, Molson Coors, The Ride App, State Farm Insurance, Maple Leaf Sports and Entertainment and Spirits Canada; Ontario Provincial Police and Toronto Police. A special thank you to the many volunteers who helped assemble kits, attend events, and share our message. Hats off to our committee members from: Marketing, Drive Straight, Conference, and Policy and Legislative Review, whose countless volunteer hours helped strengthen our projects and messaging. guide our efforts. As always, we are grateful to the work put in by our Board of Directors who met frequently this year to guide our efforts.

Sadly, in 2017, we lost two long time volunteers, Dave Stewart and John Bates. Dave was a retired police officer, who was injured by an impaired driver, spent over 25 years volunteering with our charity and founded our annual golf tournament. John, a pioneer in the sober driving initiative, dedicated his final years to our cause, serving as our vice-president and on our Policy and Legislative Review Committee. Their efforts and knowledge in the fight against impaired driving will never be forgotten.

arrive alive DRIVE SOBER Annual Report 2017 4

DRIVE STRAIGHT®

In the midst of summer events, we organized and hosted our largest fundraiser, Drive Straight 23. Our 23rd charity golf tournament was held at the Station Creek Golf Club in Markham with 94 golfers, raising a net $46,500. Thanks to the committee for their support and insight into making this such a successful tournament. We remain very grateful to our corporate sponsors: Diageo Canada, Labatt Breweries Ontario, Molson Coors Canada, Smart Serve Ontario, and Yamaha Motor Canada Ltd. We are very thankful to our new support this year – WestJet – who donated round trip airfare for

two as our raffle prize! Congratulations to the amazing, hard working committee! In 2018, this tournament will be renamed to the Dave Stewart Drive Straight Charity Golf Tournament in honour of our tournament’s founder who passed away earlier this year.

Arrive Alive Conference This year, we partnered with the South West Injury Prevention Conference to host a joint conference at the Best Western Lamplighter Inn in London, ON. Our conference titled “On The Road to Cannabis Legalization: A Joint Effort” welcomed 220 delegates – a record breaking turn out for both groups. Speakers addressed upcoming marijuana legalization changes, federal and provincial legislation plans, enforcement, and alcohol and drug related vulnerable road user fatalities. We welcomed two speakers from Colorado Public Health, Daniel Vigil and Jessica Neuwirth to share their legalization experiences and education strategies. Thank you to our sponsors, Ministry of Transportation of Ontario, State Farm, Smart Serve Ontario, CAA SCO, Siskinds LLP, Alcohol Countermeasure Systems and Lerners LLP. A special thank you to SWIPN for welcoming our partnership and helping make this year’s conference a great success!

arrive alive DRIVE SOBER Annual Report 2017 5

arrive alive DRIVE SOBER relies heavily on partners, sponsors, and supporters to carry out our mission. Below is our “best guess” of the value of the support we receive their staff/resources/etc. throughout the year.

In Kind 2018

DONATION VALUE

Donated Air Time for PSAs

Television (80+ stations aired our messages for free in 2017)* 14,500,000

Radio (90+ stations aired our messages for free in 2017)* 3,500,000

Donated Messaging Space

Blue Salt Digital Media Ad space (100+ restaurant screens across Ontario) 230,000

Street Seen Media 59,000

Smart Serve Ontario (on Mac Milk screens) 36,000

E Boards (400 Highways) 24,000

Pattison Outdoor Media Group - unsold digital billboard space 5,000

Google Adwords 5,000

Visio Media – unsold elevator screen space 5,000

Donated PSA Production

Corporate Makeovers 5,000

Toronto Police – Traffic Services 5,000

Donated Printing/Shipping

The Beer Store, OACP Drive Safe Booklet, RIDECHECKS 29,000

Volunteer Hours

Members and Committees (3000 hours)

Co-Op (200 hours)

Total Hours = 3200 (x average $20.00) 64,000

Hours donated by consultants - 250 hours (includes web master) 5,000

Donated Display Space

Ottawa Senators, Toronto Maple Leafs, Molson Coors, Labatt Breweries, TTC, Go Transit, Toronto Police Services, Ontario Provincial Police, OACP, Ontario Students Against Impaired

Driving, Peterborough Pete’s, Youth Day, CARSP Conference, NBA Conference, Humber College, Toronto Police College, UOIT/ Durham College.

40,000

TOTAL In-Kind Donations 18,512,000

* estimated based on feedback from stations and media reporting services.

On behalf of arrive alive DRIVE SOBER, thank you for your incredible support and generosity in 2017.