Campaign ramps up efforts to stop drink driving

US broadcast TV stations are backing the 12^th annual ‘Project Roadblock’ in a bid to prevent people from drinking alcohol and driving over the Christmas period.

Trade bodies are stepping up efforts to raise awareness of the dangers of drink driving this Christmas

According to the US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), the time between Christmas and New Year has one of the “highest rates of impaired driving fatalities”.

Now, in an effort to curb drunk driving over the festive period, NHTSA has partnered with the Ad Council and the Television Bureau of Advertising (TVB) to launch the 12^th annual ‘Project Roadblock: Local TV Puts the Brakes on Drunk Driving’.

“Drunk driving remains a serious threat on our roads and clams more than 10,000 lives a year,” said Mark Rosekind, NHTSA administrator. “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.”

‘Project Roadblock’ was first created in 2004 to support NHTSA and the Ad Council’s ‘Buzzed Driving Prevention’ public service advertising (PSA) campaign, and has so far generated US$40 million in media support.

The agreement strives to bring local TV stations together by broadcasting adverts between 26 December and 31 December.

“For 12 years, local broadcast TV stations have consistently committed to help their communities by raising awareness of the dangers and repercussions of drunk driving, through donated air time, online and mobile initiatives,” said Steve Lanzano, president and CEO of the TVB.

“Local TV broadcasters are dedicated to using their stations’ powerful influence and extensive reach to further Project Roadblock’s initiatives and help ensure a safe holiday season for all.”

The Project Roadblock PSAs were sent to TV stations throughout the US on 3 December, donated by Extreme Reach – a leading provider of TV and digital video advertising solutions.

“”Project Roadblock has made considerable strides educating drivers and increasing mindfulness on the road during the busy holiday season,” said John Roland, CEO of Extreme Reach. “This is an important issue and we’re pleased to advance a message that can help save lives.”