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Project Roadblock: Fighting Drunk Driving for 21 Years

As the holiday season approaches, the Ad Council, in collaboration with the U.S. Department of Transportation's National Highway Traffic Safety Administration (NHTSA) and the Television Bureau of Advertising (TVB), embarks on its 21st annual Project Roadblock initiative. This campaign aims to combat the dangers of drunk driving through public service announcements (PSAs) aired by local broadcast TV stations across the nation.

The Importance of the Campaign

One of the key messages shared through these PSAs is a stark reminder: "Buzzed Driving is Drunk Driving." The urgency of this message is underscored by alarming statistics—each day in the United States, 37 individuals lose their lives in drunk-driving accidents, equivalent to about one person every 39 minutes. These tragic deaths are entirely preventable, and Project Roadblock continues to shed light on this crucial public safety issue.

Since its inception in 2004, Project Roadblock has leveraged the power of local broadcast television to reach vast audiences, particularly during the festive period of December 26 to 31. The campaign emphasizes its peak message dissemination at 10 p.m. local time on New Year's Eve, traditionally one of the most perilous times for road users. Last year's initiative succeeded in reaching an astonishing 99.99% of all U.S. TV households, delivering over 60,000 detections on local stations, valued at an estimated $3.8 million in media exposure.

Community Empowerment Through Media

The continued support of local TV stations is instrumental in making this project a success. With over $194 million worth of media value donated to this cause since the project's launch, it has led to approximately 8 billion impressions advocating for safe driving practices. As Steve Lanzano, president and CEO of TVB, states, local television has a unique ability to foster community and save lives. The participation of each TV station and the airing of every PSA can potentially prevent a tragedy on the roads.

DJ Perera, chief media officer at the Ad Council, echoed these sentiments by expressing gratitude for the ongoing collaboration between partnerships and local stations, emphasizing the impact that 21 years of Project Roadblock has had in promoting safe driving.

The PSAs are available in both English and Spanish, ensuring broad accessibility. Interested TV stations can register and access these materials via the campaign's designated page, with Extreme Reach once again providing the essential services for PSA distribution and delivery.

Looking Ahead: The Future of Road Safety

As we look forward to the execution of this year's campaign, the need for initiatives like Project Roadblock has never been more critical. The Ad Council urges everyone to take personal responsibility by choosing designated drivers, using rideshare apps, or taking other safe transportation options when consuming alcohol.

For further information about Project Roadblock, you can visit TVB.org/ProjectRoadblock, and join the conversation on social media with the hashtag #ProjectRoadblock.

About the Ad Council

Founded to inspire action and change around pressing societal issues, the Ad Council utilizes the powerful medium of storytelling and media partnerships to educate communities. Their longstanding campaigns include significant social impact issues ranging from mental health and gun safety to opioid prevention efforts.

About NHTSA and TVB

NHTSA, having dedicated over 50 years to enhancing roadway safety, works on initiatives focused on promoting protective measures such as seat belt use while combatting distracted and impaired driving. Similarly, TVB represents local broadcast television stations, advocating for effective marketing solutions and empowering advertisers to efficiently leverage local media platforms.

Let us all unite this season to advocate for safer driving and to stand against drunk driving—a preventable tragedy that affects too many families every year.