Approximately every 51 minutes, someone is killed in a drunk driving crash. The Ad Council has worked on the issue of drunk driving since the early 1980s, when the organization introduced its iconic “Friends Don’t Let Friends Drive Drunk” slogan. In 2012, we continue to work on this important campaign, now called Buzzed Driving Prevention, with the National Highway Traffic Safety Administration (NHTSA).
The week between Christmas and New Year’s has one of the highest incidences of alcohol-related fatalities of the year. According to NHTSA data, in 2010, more than 230 people died in alcohol-impaired driving crashes during this holiday period.
In recognition of this dangerous week on the roads, this month the Ad Council releases two brand new TV spots, available exclusively to local broadcast stations until after the New Year. The two spots, “Solitary Confinement” and “Bad Daters,” were created pro bono by advertising agency Merkley + Partners. The spots use humor to highlight the financial consequences of driving buzzed, which can amount to $10,000 in fines, legal fees, and increased insurance rates.
Keep an eye out for these spots during the upcoming holiday, when for the ninth year in a row hundreds of broadcast TV stations across the country will support our message by airing Buzzed Driving PSAs in a “roadblock” effort in partnership with the Television Bureau of Advertising (TVB) and the Ad Council. “Project Roadblock” asks the local broadcast TV industry to get behind this one effort for a given period of time. Last year, for the 2011 Project Roadblock, approximately 1,000 broadcast television stations and digital sub channels participated, reaching 99.8% of US television households with $4.2 million worth of donated air time over 6 days. We are expecting even better results this year!
This holiday season, you can help the Ad Council, NHTSA, and TVB prevent buzzed driving by visiting our website, posting our suggested messaging to Facebook or Twitter, sharing our Buzzed spots on YouTube, and always designating a sober driver. Spread the message–Buzzed driving is drunk driving!
**TV Stations: Support Project Roadblock by airing Buzzed Driving PSAs between December 26 and December 31. To register, and to learn how to access the spots, please visit www.tvb.org/projectroadblock.
Check out this sneak peek of our new spots, highlighting how the financial consequences of buzzed driving can really set you back a few years: