The Project RIDE mission is to mobilize California’s young import car enthusiasts against the
tobacco industry and to develop and promote them as advocates and leaders who protect their
communities and the automobile scene from social injustice. To fulfill its mission, RIDE has
developed three areas of expertise: (1) enhance community capacity through leadership and skills
development; (2) mobilize the car scene through team sponsorship; and (3) change the
environment in the car scene by influencing event organizers and auto-related businesses to
adopt anti-tobacco policies.
Project RIDE is a program of Bay Area Community Resources (BACR), a non-profit agency
with 31 years of experience in health-based community programs. BACR’s mission is to
promote the healthy development of individuals, families, and communities.
The import scene and its enormous market of potential smokers has become a focus of the
tobacco industry and its covert marketing tactics. Project RIDE has become a leader since 2002
in battling the tobacco industry within the car scene. Through support from the California
Tobacco Control Program (CTCP) and the Alameda County Tobacco Control Program, Project
RIDE continues to counter pro-tobacco influences and to reduce exposure to secondhand smoke.
Moreover, we will take our anti-tobacco campaigns statewide by building community assets who
can protect young car enthusiasts in Southern California.