RADD Australia Website

RADD Australia - Recording Artists, Actors & Athletes Against Drink Driving creates and uses celebrity-driven messages on radio and television to raise awareness of the dangers associated with drink driving and to promote safe alternatives. RADD has support from more than 300 Australian and 500 overseas personalities to speak out against drink driving in a fun and non-judgemental manner.

With such high profile and publicly known figures featuring on the website, RADD were conscious of not favouring any one personality or being viewed as endorsing a particular person/group. To present everyone equally, Areeba's creative team came up with the idea of using a random "Polaroid" style Flash photo album, which individually presented each person/group in a random order. Each image highlighted the person/group and allows easy access to the audio caption embedded in the image.

Incorporating an XML feed, this Flash photo album can be updated by RADD staff as they gain more well known celebrities and sports people communicating this important message. Coupled with the CMS implemented by Areeba, RADD have a self sustaining website which can continue to grow in line with their increasing market awareness.

The innovative use of Flash was recognised when the RADD website won the Macromedia Site of the Day for the Asia Pacific region for March 2005.

Areeba have also assisted RADD in developing an online newsletter.