In 2019, over 40%* of motor vehicle crashes and fatalities on North Dakota roads were caused by impaired driving. Knowing impaired driving crashes are preventable, the North Dakota Department of Transportation – Highway Safety Division (NDDOT) created a solution-based program to promote sober driving by incentivizing the use of ridesharing services for sober rides.
NDDOT turned to Odney to develop a tagline and icon that would be easily understood and recognized as a sober ride option. “ND Sober Ride” was launched in 2021 and is now well recognized as an alternative to driving or riding with an impaired driver.
ND Sober Ride makes ride vouchers available during holidays and events where someone may overindulge.
In the first two years, 2,271** sober rides have been taken through the ND Sober Ride Program, which has performed well in paid campaigns using radio, social and digital along with earned and organic media.
- *2022 Crash Summary – In 2022, 38% of motor vehicle fatalities in North Dakota were alcohol-related.
- Preliminary data for 2023 shows 28% of motor vehicle fatalities in North Dakota were alcohol-related.
- **2021 – 2023 Holiday flight ran through 01/01/24.
NDDOT is able to support the ND Sober Ride program through information on the Vision Zero website, earned, organic and paid media. NDDOT does not have funds to pay for the sober rides ND Sober Ride relies on.
Thanks to sponsors committed to getting impaired drivers off the roads, sober rides are provided using sponsor funds to pay for the rideshare services. NDDOT works with sponsors to determine how and when their sponsorship funds will be used. This may include supporting a statewide holiday or time of year and/or local events. NDDOT includes the sponsor in campaign elements and acknowledges sponsors in organic posts, on the Vision Zero website and other events/activities.