General Motors will give $2.5 million to Mothers Against Drunk Drivers over five years to educate the driving public on the dangers of driving drunk. The money will be spent on everything from an education program aimed at teaching elementary children about the dangers of driving drunk, to hiring a MADD diversity coordinator.
During the holiday season, GM sent thousands of red ribbons to employees and dealers encouraging them to tie the ribbon on their vehicle to show their support for responsible driving. The 'Tie One On for Safety' campaign included a full-page ad in USA Today promoting the GM-MADD partnership and encouraging the public to tie a red ribbon to their vehicles. The ad, worth an estimated $101,000, was created by GM's corporate advertising agency, N.W. Ayer in Detroit.
But the sponsorship could extend beyond programming and diversity initiatives. GM Vice Chairman Harry Pearce said promoting the corporation's association with MADD in its divisional advertising is 'worth discussing.' He said before the company would add a line in its advertising, it would do research on what type of message would be most effective.
Pearce said GM hopes to work with MADD on its diversity initiatives and share information on what the corporation has learned marketing vehicles to minority groups. Asked if GM's agencies might receive additional assignments for MADD-GM diversity efforts, Pearce said GM will use 'whatever resources we have' to communicate the responsible-driving message to minority groups.
Any advertising sponsored by GM would be in addition to the $2.5 million five-year commitment, said a GM spokesperson.