RADD and In Crowd International hatch global alliance

 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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