Advertising Drink Driving Ad Council

The Television Bureau of Advertising, Ad Council & NHTSA cite drink driving campaign success


By John Glenday, Reporter

August 18, 2015 | 2 min read

The Television Bureau of Advertising (TVB), US National Highway Traffic Safety Administration (NHTSA) and Ad Council have declared success in reducing road fatalities with their annual drink driving campaign.

Project Roadblock: Local TV Puts the Brakes on Drunk Driving saw a concerted effort by local broadcast stations to raise awareness of the issue by airing public service announcements during the Christmas and New Year holiday season.

Over a six day period from 26 December, concluding with an active push at 22:00 on New Year’s Eve, the channels broadcast campaign messages illustrating the dangers of impaired driving by donating advertising space on-air, online and on mobile.

Figures published by the NHTSA show that between 2004 (when the campaign first launched) and 2013 alcohol impaired driving fatalities slumped 40 per cent over the Christmas period and by 28 per cent over the New Year.

NHTSA administrator Mark Rosekind said: “While we have made progress, drunk driving remains a serious threat on our roads and claims more than 10,000 lives a year. Local broadcast television is an effective tool in reaching consumers, and we thank the TVB, all the stations, and the Ad Council for their ongoing support of drunk driving prevention, especially during the holiday season.”

Partner TV stations have thus far donated more than $41.3m in advertising space including $6.5m donated during the 2014 holiday season alone.

Advertising Drink Driving Ad Council

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