Each winter, KRSP-FM in Salt Lake City, Utah, teams with Mothers Against Drunk Driving (MADD) to encourage its listeners not to drive drunk during the holidays and throughout their lives. For 18 years, the station has been involved with the "Tie One On" campaign, where people display red ribbons or stickers on their cars as an indication of their pledge not to drink and drive. The effort kicks off in November, when KRSP broadcasts live from a MADD breakfast for the Utah Highway Patrol. From this date until after the start of the new year, the station makes four appearances each week in highly trafficked locations in the community to hand out red ribbon car stickers. In conjunction with these events, the station creates 15 different recorded promotional spots, which air six times each day. The spots are legacy award winners, earning the Utah Association of Broadcasters Gold Award three times in the last five years. During the campaign, live and recorded promotional spots air nearly 500 times. In addition, stories about family members who have lost a loved one to a drunk driver and interviews with police officers who have been first responders are a powerful component in the station’s effort to raise awareness. Last holiday season, the station distributed more than 20,000 red ribbon stickers, dedicating more than $100,000 in airtime and support to the campaign. When statistics came in, the results were significant. DUIs were down by 15 percent for the month of December. KRSP was a National Association of Broadcasters’ Crystal Award Finalist in 2008.
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