MSF Partners with RADD California Coalition to Promote Responsible Rid

In its continuing effort to help decrease the number of alcohol-related motorcycle crashes, the Motorcycle Safety Foundation today announced its partnership with the RADD California Coalition for its Winter Holiday Campaign to encourage responsible riding and driving.

The campaign, which will appear on radio, at college campuses, and in retailers throughout California, addresses the issue of alcohol use and the operation of a motor vehicle; whether a car, truck or motorcycle.  The campaign asks all roadway users to consider "What's the Plan? ... Figure It Out!" to encourage everyone to think about their behavior and the choices they make this holiday season.  The Coalition promotes designated driving and other lifestyle solutions to prevent drunk driving.

Given a motorcyclist's unique circumstances, a special 'Decide Before You Ride - You Are the Designated Driver' message will be part of the campaign communication just for riders.  "Since a motorcyclist can't have a designated driver, and is unlikely to be willing to leave his bike and take a cab, a rider simply needs to choose whether to drink or to ride.  The two just don't mix," said Dean Thompson, spokesperson for the Motorcycle Safety Foundation.

"Alcohol use is a factor in a large number of motorcycle crashes.  Riding a motorcycle requires even more coordination and operational skill than driving a car.  Even a small amount of alcohol can diminish those abilities by affecting balance, coordination, reaction time, vision and judgment," Thompson added.  "Serious injuries and fatalities would drop dramatically if motorcyclists didn't drink and ride."

The RADD statewide awareness campaign will include celebrity PSAs, grassroots outreach, popular websites, college campus activities and the RADD Card, which offers non-drinking designated drivers 21 years of age and older free or discounted incentives from participating retailers throughout the state.  The MSF will distribute campaign posters and RADD Cards to all motorcycle dealers in California to support the effort.

"We're pleased to be part of the RADD California Coalition to address the issue of impaired driving in California, and encourage every motorcyclist to 'Decide Before You Ride,'" said Thompson.

About the Motorcycle Safety Foundation
Since 1973, the MSF has set internationally recognized standards that promote the safety of motorcyclists with rider education courses, operator licensing tests, and public information programs.  Its mission is to make motorcycling safer and more enjoyable by ensuring access to lifelong quality education and training for current and prospective riders, and by advocating a safer riding environment.

The MSF works with the federal government, state agencies, the military, and others to offer training for all skill levels so riders can enjoy a lifetime of safe, responsible motorcycling.  The MSF is a not-for-profit organization sponsored by BMW, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, Piaggio, Suzuki, Triumph, Victory and Yamaha.  For MSF RiderCourseSM locations, call 800-446-9227 or visit www.msf-usa.org for more information.

About the RADD California Coalition
The RADD California Coalition engages business, media, hospitality and state government leaders in a forum to utilize marketing techniques and lifestyle solutions to reduce deaths and injuries among ages 21-34 on California's roads.  It was formed in 2005 to develop and implement innovative mass-market campaigns that combine marketing techniques, entertainment content and science-based methods to promote solutions such as safe rides and designated drivers, and provide incentives to reward positive behavior on California's roads.

About RADD
The Entertainment Industry's Voice For Road Safety, RADD is an internationally recognized non-profit organization that empowers celebrities and media partners to create positive attitudes about road safety.  Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe driving through control behind the wheel, to make responsible behavior the norm using messages that are non-judgmental, hip and positive. (www.radd.org)