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Summer 2009 | Vol. 12 | No. 2
Express and RADD Partner for Anti-Text Campaign
This summer, the retail establishment Express has partnered with Recording Artists, Actors and Athletes against Drunk Driving (RADD) to raise awareness about the dangers of texting while driving. The partnership wants to reach out to young adults and teens in a hip, positive way to advocate the use of designated drivers, public transportation, seatbelts and safe driving. This will help make responsible behavior the norm. RADD General Manger Robert Pineda praises Express, saying “RADD appreciates Express for being an exemplary causemarketing partner that’s using its influence to reach a young demographic through social media as well as retail stores and the pages of Elle.”
The outreach includes a print campaign in the August issue of Elle Magazine, a PSA on the Express website as well as awareness raised in Express stores nationwide. These outlets will help spread their message to an estimated 30 million people. The anti-text campaign featured in Elle Magazine and the online PSA will feature talent such as Ciara, Jesse McCartney, Scout Taylor-Compton and Brea Grant. Also available on the Express website is a pledge to drive textfree and a retail offer for taking the pledge.
To view the online PSA, visit www.express.com/content.jsp?pageName=RADD.