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The Official Launch of the “Who’ll Be Driving You?” Campaign


From left to right: Dr. Patrick Antoine – Chairman (TTBAA), Ms. Verna Johnson – Permanent Secretary (Ministry of Transport), Dr. Kriyaan Singh and the Honourable Stephen Cadiz – Minister of Transport. Dr. Kriyaan Singh, a local veterinarian, was paralysed after a road accident with an intoxicated driver and he has now lent his voice in support of the TTBAA’s message.

The Trinidad and Tobago Beverage Alcohol Alliance (TTBAA) and the Ministry of Transport recently partnered to officially launch their 2015 Drink Drive Campaign entitled “Who’ll Be Driving You?” The launch took place at the Hyatt Regency Trinidad and was attended by representatives and directors from the local alcohol industry such as A.S. Bryden & Sons (Trinidad) Limited, Carib Brewery and Alstons Marketing Company Ltd. and representatives from the local insurance industry including Massy, Tatil and Beacon. Other stakeholders in attendance included the Trinidad and Tobago Police Service, The National Alcohol and Drug Abuse Prevention Programme (NADAPP) and the Maxi Taxi Association.

The TTBAA (www.ttbaa.org) is a non-profit organization representing the producers, distributors and marketers of beverage alcohol products in Trinidad and Tobago. As long-standing members of the Trinidad and Tobago beverage alcohol industry, the members of the TTBAA have become increasingly sensitized to the groundswell of social concerns over alcohol abuses. One of the organization’s main goals, which prompted the launch of the “Who’ll be Driving You Campaign?” is to raise awareness in Trinidad and Tobago of the dangers of impaired driving. They have received the full support of the Ministry of Transport in this initiative and with this partnership, the TTBAA hopes to influence negligent behaviors as it relates to drinking and driving.

The “Who’ll be Driving You Campaign?” is a part of the alliance’s commitment to enforce zero tolerance to drinking and driving. The campaign’s tagline appropriately aims to raise awareness of the importance of making a personal and sensible commitment not to drink and drive and to raise the awareness of the risks and consequences associated with drink driving. The campaign’s activations will continue to reinforce the message that drink-driving is completely unacceptable.

The campaign’s message will be disseminated via various components of mass media but will have a robust 360 digital media presence. The campaign will reach its target audience through the local print media, television and radio advertisements, outdoor billboards, animated web banners and social media.

Corporate Communications Department
ANSA McAL Group of Companies
Tuesday 03rd February, 2015
Tel: (868) 625-3670-75


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