$500K Federal Grant Will Take South Jersey's HERO Campaign Nationwide, but Expansion Brings New Challenges

Bill Elliott says the program that began with one Ocean City police cruiser in 2019 has grown to 56 vehicles, with a waiting list of departments eager to participate.

OCEAN CITY, N.J. — A South Jersey campaign born from a family's tragedy is preparing to take its message against drunk driving nationwide, thanks to a $500,000 federal grant that could put its distinctive blue-and-gold message on approximately 125 additional police vehicles.

But Bill Elliott, founder of the John R. Elliott HERO Campaign for Designated Drivers, says the expansion presents an unexpected financial challenge: The organization must spend the money before the federal government reimburses it, potentially creating a cash-flow burden of tens of thousands of dollars.

During an appearance Wednesday, Oct. 7, on Off The Press with Scott Cronick on News Talk 1400 and 92.3 WOND, Elliott explained how the new funding will work and what it could mean for the campaign's future.

"It is not a grant where they just dump this money on you," Elliott said. "It is a grant that reimburses us for the cost of wrapping cars with the HERO message, police cars, around the country."

The funding, secured through the U.S. Department of Justice with assistance from U.S. Rep. Jeff Van Drew, R-2nd, represents the largest grant in the organization's history.

Elliott said the grant will support the campaign's police vehicle program over four years, allowing it to expand beyond New Jersey for the first time on a large scale.

"It is a wonderful grant, and it will provide us with the opportunity to reach places that have never heard of the HERO Campaign," Elliott said.

A $500,000 Grant With a Catch

Van Drew announced the federal funding Oct. 5, describing it as an opportunity to expand the HERO Campaign's designated-driver message across the country.

The grant is expected to support approximately 125 additional police cruisers.

Each participating vehicle will carry the campaign's familiar message: "Be a HERO. Be a Designated Driver."

However, Elliott said the funding comes with restrictions that create additional financial responsibilities for the nonprofit organization.

Unlike an unrestricted contribution, the federal money is designated specifically for the police vehicle program.

The campaign must initially pay for the vehicle wraps and then submit expenses for reimbursement.

Elliott said the reimbursement process could take several months.

"There's a lag time before you get reimbursed that could be as much as six months," he said.

That means the campaign must maintain enough cash to cover expenses while waiting for federal payments.

"So it probably is going to require another $40,000 or $50,000 that we can handle while we're waiting to be reimbursed," Elliott said.

The grant also does not cover the organization's regular operating expenses.

"It doesn't pay for operations," Elliott explained.

"So we really need to increase, if anything, our budget because we're going to have more demand and we'll have a need for more people."

That creates a challenge for an organization that relies heavily on donations, sponsorships and fundraising events to support its educational programs.

Elliott said the campaign will continue seeking contributions to cover those expenses while implementing the federally funded expansion.

From One Ocean City Police Car to 56

The police vehicle initiative began with a relatively simple suggestion from an Ocean City police officer.

Elliott recalled receiving a call in 2019 from then-Ocean City Police Capt. Charles Simonson.

"He said, 'Would you like to wrap one of our cars with your message?'" Elliott recalled.

The idea was to turn a patrol vehicle into a moving reminder about the importance of designated drivers.

Simonson believed the concept could attract national attention.

"He said, 'This is going to make national news,'" Elliott recalled.

Seven years later, that prediction may be coming true.

The first HERO patrol car was unveiled in Ocean City in June 2019.

Since then, the program has expanded to police departments throughout New Jersey.

Elliott said the campaign now has 56 participating vehicles.

"We have a waiting list," he said.

The vehicles feature the campaign's recognizable blue-and-gold design and designated-driver message.

"It's a rolling reminder," Elliott said.

"And, you know, it's a simple one. It says be a HERO, be a designated driver, which says it all."

Elliott believes repeatedly seeing the message on police vehicles can encourage people to plan ahead before drinking.

"Everyone should have a designated driver if they're drinking," he said.

"And that person's a HERO because they could be saving a life, saving their friends and saving everyone from injury and harm and perhaps death."

The campaign already has police vehicles in communities throughout Atlantic and Cape May counties, as well as other parts of New Jersey.

Elliott mentioned Atlantic City, Hamilton Township, Hoboken and South Plainfield among the participating communities.

He also said Moorestown is preparing to join the program.

Expansion Will Begin Close to Home

Although the federal funding is intended to support a nationwide program, Elliott said the campaign expects to begin its expansion in states within driving distance of South Jersey.

The approach is partly practical.

The campaign works with Copiers Plus, a South Jersey business that designs, prints and installs the vehicle wraps.

Elliott praised the company for helping keep costs manageable.

"They do the design and the printing and the installation," he said.

"And they do it at a great price."

Participating police departments typically bring their vehicles to the business for installation.

"All it requires to keep the cost down is for people to drive the cars down," Elliott said.

That arrangement becomes more complicated as the campaign expands farther from New Jersey.

Elliott said the organization will need to consider how to manage those logistics while maintaining the quality and consistency of the program.

The campaign currently receives funding from the New Jersey Division of Highway Traffic Safety to support police vehicle wraps within the state.

The new federal grant will allow it to expand into other states.

Elliott said the organization is already thinking beyond the four-year funding period.

"What's going to happen when the grant runs out? Is the demand going to diminish? No, it's going to keep growing," he said.

"So we're going to look for additional funding to keep this going beyond the four years."

A Campaign Born From Tragedy

The HERO Campaign was established after the death of Elliott's son, Navy Ensign John R. Elliott, on July 22, 2000.

John Elliott, an Egg Harbor Township resident, had recently graduated from the U.S. Naval Academy and was preparing to begin flight training.

He was driving home to celebrate his mother Muriel's birthday when he was killed in a head-on collision with an intoxicated driver.

The driver responsible for the crash had been arrested for drunken driving earlier that evening.

He was released to a friend who was supposed to drive him home, but instead was allowed to get behind the wheel again.

Both drivers died in the collision.

Elliott said the family continues to feel the loss.

"We miss our son every day," he said.

But the family wanted John's life to have a lasting impact.

"We felt it was important that his story didn't end and that his life had meaning beyond what happened," Elliott said.

"So we created this HERO Campaign where the HERO is the designated driver."

The organization was founded by Elliott, his wife, Muriel, and their daughter, Jennifer Adamchak.

Its mission is to prevent impaired-driving tragedies by encouraging people to designate a sober driver before drinking.

The family's advocacy also helped lead to John's Law, which requires police to impound vehicles under specified circumstances following drunken-driving arrests.

The law was designed to prevent situations similar to the one that resulted in John Elliott's death.

Elliott said the campaign's philosophy is straightforward.

"Everyone knows they shouldn't drink and drive. People still do," he said.

"We're saying, well, here's something you can do about it. You can be a participant in solving the problem by just giving somebody a ride home."

Van Drew Praises Campaign's Mission

In announcing the federal funding, Van Drew praised the Elliott family for its work over more than two decades.

"The Elliott family has done incredible work for a very long time, and this funding will help them take that work even further," Van Drew said in an Oct. 5 statement.

"Every one of these police cars is another reminder to people not get behind the wheel after drinking."

Van Drew said the potential impact extends beyond the number of vehicles participating.

"If that reminder stops even one person from making that decision, that is a life potentially saved," he said.

Elliott expressed appreciation for the congressman's assistance.

"We are very grateful to Congressman Van Drew and the Department of Justice for this grant which will help us grow our life-saving campaign across the country in memory of our son," Elliott said in the announcement.

"John wanted to serve his nation. Now he is getting his chance."

HERO Walk Returns to Ocean City Oct. 18

As the campaign prepares for national expansion, it is also organizing one of its largest annual fundraising events.

The 15th annual John R. Elliott HERO Walk & Fun Run will take place Sunday, Oct. 18, on the Ocean City Boardwalk.

The event begins at the Ocean City Sports & Civic Center at Sixth Street.

Registration opens at 9 a.m., followed by a one-mile fun run at 10 a.m.

An awards and remembrance ceremony begins at 10:30 a.m., with the 3K walk scheduled for 11 a.m.

Andrea Terry, the campaign's special events coordinator, joined Elliott during Wednesday's radio interview.

Terry, a teacher at Egg Harbor Township High School, began working with the organization in June.

She said the event will include music, refreshments and activities for families.

The remembrance ceremony is especially meaningful to families who have lost loved ones to impaired drivers.

Elliott said the campaign maintains a banner featuring photographs of approximately 30 victims.

"And unfortunately, we add one or two pictures every year, which is what we're trying to stop," he said.

The ceremony provides an opportunity for families to remember their loved ones while supporting efforts to prevent similar tragedies.

Elliott said approximately 200 participants had registered as of Wednesday, with additional registrations expected before the event.

The campaign hopes to raise approximately $60,000.

Adult registration costs $30 in advance and $35 on the day of the event. Student registration is $20 in advance and $25 on event day.

The first 400 registrants will receive a commemorative HERO Campaign T-shirt.

Participants can register, create fundraising teams or make donations through the event's registration website.

Looking Beyond New Jersey

For Elliott, the federal grant represents an opportunity to introduce the HERO Campaign's message to communities that may never have encountered it.

But he emphasized that the organization must also prepare for the increased administrative responsibilities and fundraising needs that come with expansion.

The campaign is already considering additional staffing to support its school and college programs, community appearances and outreach activities.

Elliott said the ultimate goal remains unchanged from the day his family established the organization more than 26 years ago.

"The best designated driver is your friend, family member, whatever," he said.

The message may be simple, but Elliott believes it can save lives.

"Just have someone with you who isn't drinking," he said.

"And now you can all be safe."

Bill Elliott and Andrea Terry appeared Wednesday, Oct. 7, on Off The Press with Scott Cronick, heard weekdays from 4 to 6 p.m. on News Talk 1400 and 92.3 WOND.