National Drug Council Marks 25 Years of Road Safety and Strengthened Partnerships Under the Arrive Alive 345 Campaign

The National Drug Council (NDC) proudly commemorates its 25th anniversary of road safety leadership and prevention through its flagship Arrive Alive 345 (AA345) campaign — an initiative that began as the Designated Driver (DD) and Purple Ribbon Bus (PRB) programmes and evolved through strong community partnerships into one of the Cayman Islands’ most enduring and impactful public safety campaigns.

First launched in 2000, the Designated Driver and Purple Ribbon Bus programmes were created by the NDC to promote responsible celebrations and reduce alcohol-related crashes during the holiday season. The campaign later grew to include the Purple Ribbon Pledge (PRP) in collaboration with Hurley’s Media (now Compass Media), where drivers publicly pledged to never drink and drive. Together, these initiatives laid the foundation for Arrive Alive 345 — an umbrella campaign uniting Cayman’s anti-drink-driving efforts under one shared message: “Arrive Alive Cayman – Drive Safe, Drive Sober, Ride Free on NYE.”

As part of this milestone year, the NDC is proud to announce a strengthened partnership with both the Ministry of Health, Environment and Sustainability (MHES) and the Ministry of Planning, Lands, Agriculture, Housing and Infrastructure (PLAHI) — reflecting a whole-of-government approach to reducing road injuries and fatalities while promoting safer, healthier communities.

Through this collaboration, the Ministry of Health, Environment and Sustainability continues to play a pivotal role in advancing prevention and public health messaging, reinforcing the strong link between substance-use prevention, mental well-being, and community safety. The Ministry’s support of the Arrive Alive 345 campaign underscores the broader goal of reducing the social and health harms associated with impaired driving — ensuring that prevention is viewed not only as a road safety issue but also as a key public health priority.

The partnership with the Ministry of PLAHI brings together the National Road Safety Committee (NRSC) under the same unified banner. The NRSC leads the country’s behaviour-change and public safety messaging through its “Be Smart. Be Alive.” campaign — complementing the NDC’s prevention and harm-reduction efforts by promoting responsible decision-making on and off the roads.

Brenda Watson, Director of the National Drug Council, stated:

“For 25 years, the National Drug Council has worked to prevent impaired driving through education, partnerships, and community action. This year marks a significant milestone — not only for our organisation but for the Cayman Islands as a whole. By uniting under the Arrive Alive 345 banner with the MEHS and PLAHI, we are building stronger connections between prevention, public health, and infrastructure. These partnerships represent a shared vision for safer roads and safer lives.”

Hon. Katherine Ebanks-Wilks, Minister for Health, Environment and Sustainability, added:

“Health and safety go hand in hand. Impaired driving is not just a legal or transport concern — it is a public health issue that affects families, workplaces, and communities. Through this collaboration, we are ensuring that prevention remains front and centre — empowering individuals to make safer, healthier choices, especially during the festive season.”

Eric Bush, Chief Officer (MPLAHI) and Chair, National Road Safety Committee, said:

“Partnership is how we turn messages into habits. The National Drug Council’s long-standing, evidence-based prevention work—joined with the NRSC’s ‘Be Smart. Be Alive.’ campaign—allows us to speak with one voice and act with shared purpose. Changing behaviour on our roads is everyone’s responsibility. Our goal with this partnership is to keep the message going all year—not just at holiday time—so people plan ahead, designate before they celebrate, slow down, and show courtesy at crossings and in neighbourhoods. If we want different outcomes, we must make different choices—together as a community.”

The 2025 Arrive Alive 345 campaign, launched in early October and running through January 2026, includes a robust prevention strategy, expanded bus coverage across all districts on Grand Cayman and Cayman Brac, and inner-district feeder routes for improved accessibility in high-density communities such as Mount Pleasant, Birch Tree Hill, Windsor Park, Prospect, Newlands, and Lookout Gardens.

Looking ahead to 2026, the NDC and its partners will continue to strengthen the national prevention framework, integrating health promotion, infrastructure, and behaviour-change strategies to reduce impaired driving and support a culture of safety and responsibility year-round.

As the festive season begins, the NDC and its partners encourage everyone to celebrate responsibly, plan ahead, and use the safe transportation options available.

“This campaign has always been about more than just buses and slogans — it’s about saving lives,” added Mrs Watson. “When we designate before we celebrate, we all help ensure that every journey ends safely.”