The period between Christmas and New Year’s is a busy one – people pile into cars with their families and travel near and far to celebrate with family and friends. It’s also one of the most dangerous times to be on the road. Last holiday season, 830 lives were lost in impaired driving accidents.
To raise awareness around the dangers of impaired driving this holiday season, The Ad Council, the National Highway Traffic Safety Administration (NHTSA) and the Television Bureau of Advertising (TVB) teamed up for the tenth year of “Project Roadblock.” Between December 26th and January 1st, broadcast TV stations across the United States will air our Buzzed Driving PSAs. The PSAs underscore the financial consequences of impaired driving – up to $10,000 in fines, legal fees and increased insurance rates – and also emphasize for all viewers that buzzed driving is drunk driving. During this 5-day period, PSAs reach about 99.8 percent of U.S. households in 205 markets.
Getting this message out with the support of TVB has resulted in significant behavioral changes. In a January 2013 Ad Council survey, 49 percent of adults over 21 said they would always get a ride or take a taxi or public transportation rather than drive if they felt buzzed – a 17 percent increase since 2005.
This year, you can help us prevent buzzed driving this holiday season by joining our Thunderclap! And, most importantly, by always designating a sober driver.
**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 tvb.org/projectroadblock.