Project Roadblock: A Lifesaving Initiative Against Buzzed Driving Launches for 22nd Year

Overview

The holiday season brings festive cheer but also poses significant risks associated with buzzed driving. In response, the Ad Council, alongside the U.S. Department of Transportation's National Highway Traffic Safety Administration (NHTSA) and the Television Bureau of Advertising (TVB), has initiated the 22nd annual Project Roadblock. This vital campaign aims to raise awareness of the dangers of impaired driving, especially during the busy period between Christmas and New Year's Eve.

Campaign Details

Kickstarting on December 26 and running until December 31, Project Roadblock specifically targets the crucial hours leading up to New Year's Eve celebrations. During this time, a noteworthy surge in alcohol-impaired driving poses a threat to public safety. Data from NHTSA indicates that during the December months from 2019 to 2023, nearly 4,931 lives were lost due to alcohol-related driving incidents. Alarmingly, this translates to a fatality occurring approximately every 42 minutes, showcasing the urgent need for awareness.

"Our two-decade-long collaboration with TVB and local broadcasting stations underscores the remarkable influence of television in communicating vital messages about the risks of impaired driving," emphasized DJ Perera, Chief Media Officer at the Ad Council. He expressed gratitude towards all partners contributing to the success of this initiative.

Impressive Reach and Impact

Since its inception in 2004, Project Roadblock has effectively reached nearly every television household in the United States. In the last campaign, 208 out of 210 Designated Market Areas (DMAs) were covered, equating to 99.96% of U.S. households. More than 65,900 instances of local broadcast airtime were donated, which generated approximately $6.5 million in media value—a substantial increase over previous years. To date, over $200 million in media value has been contributed, resulting in an engagement of over 8 billion impressions since the project's launch.

Strong Community Partnerships

The initiative reflects the dedication of local stations to leverage their community ties in spreading crucial safety messages. NHTSA Administrator Jonathan Morrison stated, “We appreciate our broadcast partners for their role in emphasizing that buzzed driving equates to drunk driving.” Morrison urged the public to celebrate responsibly by arranging safe rides home.

Public Service Announcements

The campaign's public service announcements (PSAs) are accessible in both English and Spanglish, reflecting the diverse communities they serve. Each PSA focuses on the serious consequences of driving after consuming alcohol, reinforcing that "Buzzed Driving is Drunk Driving." Local TV stations participating in the initiative can access campaign materials via the Project Roadblock campaign page, with support from Extreme Reach, which donates distribution services for the PSAs.

Final Thoughts

As Project Roadblock enters its 22nd year, the focus remains clear: to instill responsibility and awareness among drivers during a period notorious for impaired driving incidents. As communities come together to celebrate, initiatives like Project Roadblock serve as a steadfast reminder of the importance of safe driving practices – a commitment that is more crucial than ever during the holiday season.

For more details about Project Roadblock, visit TVB.org/ProjectRoadblock and engage online using the hashtag #ProjectRoadblock.