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Wise Rides: A Purpose-Driven Program to Help Prevent Impaired Driving in the Community

Wise Rides is a sponsored program that reminds and encourages viewers to make smart decisions and designate a driver or use a ride-sharing app to prevent tragic accidents.   

Meredith Cunningham Published: December 7, 2022

While full of yuletide and good tidings, holiday celebrations can occasionally beget dangerous situations as the likelihood of impaired drivers increases. In fact, the National Highway Traffic Safety Administration says there are an estimated 25,000 injuries stemming from alcohol-related car crashes in the days from Thanksgiving to New Year’s Day each year. Sadly, this is a persistent problem, and it’s even more tragic that all of these incidents are preventable.  

At TEGNA, our purpose is to serve the greater good of our local communities, including raising awareness of the dangers of impaired driving, and your brand can help in this mission too.   

Wise Rides is a sponsorship opportunity for purpose-driven advocates to encourage their community to make safe and responsible decisions regarding drinking and driving – not only during holidays when some may indulge in excess but also for major sporting events like the Super Bowl and March Madness too.

By sponsoring this campaign – such as Maita Toyota did with ABC 10 in Sacramento – your brand can make a positive impression with a customized mix of broadcast, streaming, and digital elements. With unique ownership of a program like Wise Rides, your brand can drive brand awareness, build consumer trust, and help your bottom line by simply encouraging smart decisions.  

In fact, a recent study from ZenoGroup found that 94% of global consumers feel it’s important to engage with brands with a strong purpose and 76% of consumers say that when a company leads with a purpose, they are more likely to trust and be loyal to that company.   

There’s also good news on the horizon. TEGNA’s VERIFY has found that new technology is on the way that can physically prevent an impaired person from getting behind the wheel. This special report with 13News in Indianapolis details new alcohol-sensing technology designed to detect blood alcohol levels by sampling the air or examining the driver’s finger when starting the ignition. 


Sound Good?   

Contact us and learn how we can help your brand lead with purpose and serve the greater good of your community.  

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