North America
Respect the Road in the US
In the United States, 'Respect the Road' promotes the use of designated drivers and other transportation alternatives. Its programmes include:
‘MillerCoors Free Rides’
Started in 1988, ‘MillerCoors Free Rides’ provides free public transport on New Year’s Eve and St. Patrick’s Day in Milwaukee, Waukesha and Madison to help keep the roads safe. The programme was extended in 2008 to include Denver. 1.7 million people have taken advantage of the programme, which has been endorsed by local law enforcement and government agencies.
‘Keep Your Balance’
Motorcycle fatalities in the US have steadily increased since 2002. At major motorcycle events around the country, ‘Keep Your Balance’ provides educational materials and incentives to bikers who commit to riding responsibly. Pre-paid phone cards are also distributed to encourage people not to ride if they’ve been drinking.
