Every 50 minutes, someone dies in a drunk driving accident in America, and the holidays are no exception – 781 Americans lost their lives to drunk driving in December 2016 alone.
For the past 4 years, I’ve had the privilege of doing something about it by leading our wildly successful Project Roadblock partnership to prevent holiday drunk driving. If you tuned into local broadcast TV last week, you likely saw our spots (see below for one of my favorites). 937 stations pledged to air them across every single market in the country.
What is Project Roadblock?
- Now in its 14th year, Project Roadblock is a multi-platform drunk driving prevention campaign exclusive to local broadcast television stations and is the largest annual station-supported initiative of a single PSA campaign.
- Sponsored by the Television Bureau of Advertising (TVB), the National Highway Traffic Safety Administration (NHTSA), and the Ad Council, Project Roadblock demonstrates local broadcast television’s power to influence, persuade and affect social behavior, as well as TV broadcasters’ commitment to the safety of their communities.
How successful is it?
- Since Project Roadblock’s inaugural year in 2004, local broadcast TV stations across the nation have donated nearly $60 million in media to support this effort.
- In 2016, over 1,000 local broadcast TV stations from all 50 states participated, collectively donating a record $9.4 million in media value.
- All of that media support is working. At Project Roadblock’s inception in 2004, December was one of the deadliest drunk driving months of the year. As of 2016, it is the third least deadly.
- Through continued support of Project Roadblock, and in combination with other drinking and driving prevention efforts, alcohol-impaired driving fatalities have decreased 20%from 13,099 in 2004 to 10,497 in 2016.
What’s the secret to our success?
- A passionate, tenacious team dedicated to doing whatever it takes to save lives.
- Strong media and trade association relationships and generous supporters.
- Reinforcing local relevance via marketing, media, and press outreach and engaging broadcast partners on all of their available channels (broadcast, digital, social, news, etc.)
- Strategically targeting the 10 states that collectively contributed to more than half of drunk driving fatalities in the prior year, making content newsworthy/share worthy through stats, customized social media messaging and graphics, sponsorship guides, and on-air talking points