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Published in:
2019 | OriginalPaper | Chapter
10. Operation Red Nose: Providing a Safe Holiday Ride and Raising Money for Charity Through Social Marketing
University of Lethbridge Pronghorns’ Operation Red Nose Campaign
Authors : Katherine C. Lafreniere, Katharine Howie
Published in: Social Marketing in Action
Publisher: Springer International Publishing
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Abstract
Impaired driving poses a significant threat to public safety. Yet, safe alternatives to impaired driving, such as a chauffeur service, are often less convenient and more expensive, making them particularly less appealing options. How can charities under considerable budgetary restraint increase the appeal of hiring a chauffeur? This case study highlights how the University of Lethbridge Pronghorn Athletics Department implemented an Operation Red Nose campaign in order to reduce impaired driving and raise funds for their athletics program.