Toronto, Ontario – Ontario’s 20th annual “Arrive Alive Drive Sober” campaign launched yesterday at Toronto Police Services Headquarters. The 2008 campaign features a set of video and audio public service announcements that depict “the right thing to do,” continuing the positive reinforcement approach that the campaign has used from the beginning.

“For two decades, the Arrive Alive Drive Sober campaign has prevented senseless injuries and saved lives by helping drivers make the decision not to drink and drive,” said Ontario Transportation Minister Jim Bradley. “Thanks to the work of dedicated road safety partners such as the Ontario Community Council on Impaired Driving, Ontario’s roads continue to rank among the safest in North America.”

“The Beer Store is proud to continue our tradition of supporting the Arrive Alive Drive Sober program again this year,” said Ted Clarke, president of The Beer Store. “Through continued education on the importance of social responsibility, we can all make a difference on our roadways.”