GHSA and Lyft partner to encourage the use of ride hailing services as a safe alternative to traveling impaired. As impairment continues to account for more than a quarter of traffic deaths every year, this collaboration seeks to help states get drunk and drug-impaired drivers off the road and ensure everyone gets to their destination safely.
In 2018, Lyft and GHSA launched an initiative to provide states with a total of more than $85,000 in grant funds and ride credits to support campaigns deterring impaired road use over the holiday season. California, Illinois, Louisiana, North Dakota and Washington received funding to carry out the following programs:
- The California Office of Traffic Safety's "Go Safely California" campaign raised awareness of the dangers and consequences of driving under the influence of alcohol, drugs or medications. Featuring digital promotion in Sacramento, San Francisco, Los Angeles and San Diego, the campaign encouraged individuals to plan a sober ride home by using the Lyft app and a special code for a discounted ride.
- The Illinois Department of Transportation collaborated with law enforcement across the state to provide Lyft discount codes for free round-trip night-time rides during the last two weeks of 2018, offering codes to individuals following and engaging with selected law enforcement agencies on social media.
- The Louisiana Highway Safety Commission developed a pair of advertisements addressing alcohol- and drug-impaired driving, highlighting the use of ride-hailing services as a commonsense alternative and providing discounted rides to individuals who interacted with the ads.
- The North Dakota Department of Transportation created campaign ads messaging people in six population centers consuming online content about restaurants, bars and weekend events. Lyft reminder notifications were then sent to the mobile devices of users who had previously engaged with the campaign if they were located at bars and restaurants in the geo-targeted areas on evenings and weekends.
- The Washington Traffic Safety Commission hosted two pop-up “Lyft Lounges” that offered ride credits and giveaways as part of a “Plan Before You Party” campaign. Lounges were located outside of popular liquor or marijuana stores in Seattle and Spokane and were promoted through social media and partnerships with community activists.
State grant activities received a wealth of media coverage during the 2018 holiday season. A sampling of these stories is below.
New Year’s brings crackdown on drunken drivers, options for safe transport (San Francisco Chronicle)