Alliance has partnered with the Connecticut Office of Highway Safety since 2012.  


The partnership began with Alliance managing a campaign to promote and impaired driving message at four regional motorsports venues that are situated within the state. The campaign offered the opportunity to reach the high-risk 18-34 male demographic prone to self-destructive behaviors.


Premium trackside signage was placed at each of the four regional motorsports venues, promoting the safety message throughout the season.  

Public Address Announcements

At each venue, nightly public address announcements were made to fans in attendance prior to the start of the race or in-between races.  

On-Site Activation

At each venue, one night during the season was recognized as Highway Safety night.  Alliance staff were on-site to engage fans attending the race.  Fans were encouraged to sign the pledge to always have a sober driver.

Schedule Posters


Posters, featuring the highway safety message and the racetrack schedule, were distributed throughout the community in high traffic places, such as bars, restaurants, and gas stations.  

Choices Matter

Alliance has worked with the Connecticut OHS to create a program designed to reach the high school demographic with an impaired driving message.  The program which was piloted in Connecticut high schools in 2015 was branded under the slogan "Choices Matter.” The program consisted of Alliance engaging student influencers throughout the day promoting the safety message with interactive elements such as impairment goggles and driving simulators.


The program features an assembly of the student body gathered to listen to speakers with real life experiences that demonstrate why ”Choices Matter.”  The speakers delivery a powerful testimony of their own tragic and sometime fatal mistake The presentation resonates extremely well at every visit with many schools lauding the program and presentation as one of the best they have had.