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Arrive Alive 345 returns this holiday season

Hurley’s Media, in partnership with National Drug Council (NDC) and the Royal Cayman Islands Police Service (RCIPS), has this week launched its annual Arrive Alive 345 campaign, designed to promote safety and reduce road incidents associated with the overindulgence or abuse of alcoholic beverages during the holiday season.

This year the campaign celebrates its 20th anniversary and for the second year will combine three initiatives that highlight the overarching message – Arrive Alive, don’t drink and drive, take the online pledge, designate a driver and on New Year’s Eve, ride FREE.

“This time of year is meant to be a joyful and relaxing time, however the holidays typically are accompanied by a large number of road incidents that could be avoided. The safety of members of the community is our paramount concern and so we are happy to be a part of the Arrive Alive 345 Campaign,” said Brad Ebanks, Acting Superintendent of Police in charge of Uniform Services with the RCIPS.

The campaign will commence with the six-week Purple Ribbon Pledge, encouraging people to show their commitment to practicing safe driving by taking the online pledge not to drink and drive over the holidays or displaying a purple ribbon car magnet on their vehicle.

This is followed by the Designated Driver program set to commence on December 1 whereby all participating bars and restaurants will be offering patrons who identify themselves as a designated driver free non-alcoholic drinks. Designated Drivers will also be eligible to win a prize in a weekly draw by entering a social media competition, with details to be announced on the Hurley’s Media Facebook page in the coming weeks.

The Arrive Alive 345 Purple Ribbon Pledge campaign will end on December 31 with the New Year’s Eve Purple Ribbon Bus service, which sees over ten busses running between the hours of 9:00pm and 4:00am servicing all districts in Grand Cayman and Cayman Brac, allowing patrons to ride home free.

“We recognize the importance to keep riders safe. Therefore, we are taking the necessary safety precautions and have increased our busses to allow for social distancing on the busses during New Year’s Eve,” said Delisa Hernandez, Prevention Officer at the National Drug Council.

In 2019, the Arrive Alive 345 campaign saw zero DUI’s and no fatal crashes on December 31, and only two DUI’s were recorded on January 1 between the hours of 3-4am.
“In 2020, we hope we are able to further increase the use of the Purple Ribbon Bus and work with the public towards zero DUI’s on December 31 and January 1,” said Ms Hernandez.

“Hurley’s Media are proud to be once again be a part of this important campaign in addition to the unfaltering support provided by the National Drug Council, Royal Cayman Islands Police Service and Radio Cayman,” said Brydie Phillips, Marketing & PR Manager at Hurley’s Media.

“Along with the NDC and RCIPS, we urge the community to get behind this very important campaign to ensure everyone in Cayman gets home to their families safely this Christmas and New Year’s Eve,” said Ms Phillips.

This campaign was made possible thanks to the support of our sponsors: Jacques Scott, Britcay, Island Electronics, Kirk Motors Napa, Pestkil, Blackbeard’s, The Security Centre Limited, Davenport, Doctor’s Hospital, CIBC First Caribbean, National Roads Authority, DART, Flex, CUC, Rubis, Starbucks and Cel Beauty.

To learn more about the campaign, visit