Impaired Riding Campaign Profile—Project Green-Yellow-Red
Name:Project Green-Yellow-Red
Description:Project Green-Yellow-Red is a Social Marketing campaign designed to reduce impaired motorcycle riding.It is funded through a cooperative agreement between the National Highway Traffic Safety Administration (NHTSA) and Innocorp, Ltd., the creators of the Fatal Vision® Impairment Simulation Goggles and SIDNE® (Simulated Impaired DriviNg Experience).
The colors of Project Green, Yellow, and Red represent the three decisions that motorcyclists can make when it comes to drinking and riding and the options associated with each decision: Green – Ride alcohol-free; Yellow – Ride after drinking one or more alcoholic beverages; Red – Ride after drinking to a level of impairment that significantly increases the risk ofdeath or injury.
Project Green, Yellow, Red seeks to change the drinking/riding environment by promoting alcohol-free riding events; providing mechanisms at taverns to mitigate drinking of those who choose to drink and ride; and providing a means to secure a motorcycle at taverns and other events so that riders will be more inclined to choose to leave their motorcycle behind and secure a safe ride home.The campaign includes taverns, motorcycle dealerships, motorcycle events and law enforcement at select locations in Jefferson and Dane Counties of Wisconsin.
Strategies:Communication (PI&E), Cooperation, Enforcement, Rider Groups
Scope:Regional – Jefferson and Dane Counties, Wisconsin
Partnerships:Innocorp. Ltd., NHTSA, Accident Scene Management, Inc., Capital City Harley-Davidson, Charter Media, City of Fort Atkinson Police Department, Culver’s Family Restaurants, Dane County Sheriff’s Office, Delehanty Consulting, Jefferson County Safe Communities, Jefferson County Sheriff’s Office, Kutter Harley-Davidson, Madison Police Department, Michael F. Hupy Associates, Mischler’s Harley Davidson & BMW, Rob’s Performance Motorsports, Safe Community Coalition of Madison and Dane County, Township of Lake Mills Police Department, Waterloo Police Department, Watertown Police Department, Wisconsin Department of Transportation Highway Safety and Wisconsin Motorcycle Safety Advisory Council.
Resources:Website – www.gyr-riders.com
Primary Contact:Michael Aguilar
Innocorp, Ltd.
PO Box 930064
Verona, WI53593
(608) 848-5557 |
