Work / Arrive Alive Drive Sober / 2015 / Digital + Social
Rethink partnered with Arrive Alive, an impaired driving advocacy group, to share a key message with Ontario college students:
Just because you slept, doesn’t mean you’re sober. In fact, it can take up to 12 hours after your last drink to reach zero blood alcohol level.
Arrive Alive handed out free samples of Arrowhead Mills cereal at a recent college Frosh Beer Fest at the Centennial College Ashtonbee campus. Inside the box? Tiny, smashed up toy cars, with the goal to remind young partiers that there’s no such thing as sleeping it off.
The next day, a student tweeted her response:
And then a few other publications from around the world shared the important message too: