Mitsubishi Motors & MADD Develop Historic Campaign.

Mitsubishi Motor Sales of America, Inc. and Mothers Against Drunk Driving (MADD) announced the launch of a new campaign designed to educate Latino communities about the risks of drunk driving.

The proactive campaign, Pasa Las Llaves (Pass The Keys), will be rolled out with local MADD chapters in Los Angeles, Dallas, Miami and Chicago beginning this month and throughout the fall. The program is MADD’s first national campaign focused on outreach to diverse communities through their local MADD chapters. In its pilot year, the primary focus is educating Latino communities in the four cities about the consequences of drunk driving and encouraging impaired drivers to “pass the keys” rather than get behind the wheel.

In the Latino community, motor vehicle crashes are the leading cause of death of Latinos from infancy through the age of 24, and the second leading cause of death for ages 25 to 44.

“This is an important initiative to help save lives in the Latino community,” said Pierre Gagnon, president and COO of MMSA. “It is critical that people of all ages — and from all cultures — are educated about the impact impaired driving has on families, and Mitsubishi Motors is pleased to join forces with MADD to create Pass The Keys.”

According to the National Highway Traffic Safety Administration’s 2001 report on Fatal Alcohol Related Statistics, 16,653 people were killed in alcohol-related traffic crashes last year. An estimated 600,000 others are injured in such crashes each year.

“MADD is dedicated to saving lives and preventing injuries through the prevention of drunk driving, and this new program extends our efforts,” said Millie I. Webb, MADD national president.

The Pasa Las Llaves (Pass the Keys) campaign will not only inform Latinos about the dangers posed by drunken drivers, but also urge them to make a personal pledge to “pass the keys” to a sober driver in instances where they plan to drink or have been drinking.

Materials will be presented in cultural context in both English and Spanish, through MADD/MMSA-sponsored Latino Advisory Councils in each of the four cities. The advisory councils are composed of Latino community leaders, MADD volunteers and MMSA employees. Each council is charged with reaching out to the respective communities to spread the important message of sober driving.

In addition to bilingual educational materials, the campaign will feature a traveling exhibit and a specially commissioned painting by Latina artist Irene Carranza on posters and other materials. In support of the campaign, Mitsubishi Motors will also provide four 2002 Lancers, Mitsubishi Motors’ new compact sedans, with Pass the Keys graphics. The Lancers will be used by each of the four MADD chapters to travel to events and help carry out MADD’s mission in local communities.

“Thanks to our partnership with Mitsubishi Motors, we have the ability to appear at special events with a bilingual display, pass out information in both English and Spanish, provide victim services and educate Latino communities with our lifesaving message,” said Webb.

Mothers Against Drunk Driving is a grassroots non-profit organization with a mission to stop drunk driving, support the victims of this violent crime and prevent underage drinking. For more information about what Mitsubishi Motors and MADD are doing to educate diverse communities about the hazards of drunk driving and underage drinking, call 1-800-GET-MADD or visit www.madd.org.