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American organisation Recording Artists, Actors and Athletes
Against Drunk Driving (RADD) have announced a global marketing
alliance with Starry Eyes Celebrity and Media Placement Network
and The In Crowd International TV in Beverly Hills. The firms
will produce the Behind the Scenes Public Service Announcement
(PSA) program. The VIP Launch Party and Star-Studded Fashion
Show announcing the partnership will be held today in the
Kodak Theatre Complex. 24-hour music channel MTV plans on
filming the event and launch along with numerous other international
media outlets. The Kodak Theatre will host the 74th edition
of the Academy Awards on Monday morning.
An
official release states that the alliance gives corporations
a first-look deal for product placement, sponsorship and promotions
in the reality television series being developed around the
production of RADD's Behind The Scenes PSA Initiative. The
RADD PSA campaign is a celebrity and music-driven, media campaign
targetted at young adults aged 21-34 who are most at risk
of driving under the influence of alchohol. RADD's campaign
is supported by a focused television, radio, outdoor, and
print effort that delivers the message direct to consumers
where they live, work and play. RADD's philosophy is "Have
Fun / Be Safe" the release states .
The
In Crowd is also developing a reality series around the RADD
PSA concept, described as "Entertainment Tonight meets The
Real World" with celebrities as they film both behind the
scenes and PSA footage in hotels, resorts, spas, concert venues
and film locations.
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