NEW
YORK, April 18, 2024 /PRNewswire/ -- The Ad
Council and U.S. Department of Transportation's National Highway
Traffic Safety Administration (NHTSA) announced the launch of a new
PSA campaign raising awareness about the dangers of buzzed driving,
focused on reaching young men between the ages of 21 and 34. The
new PSAs, produced in collaboration with independent creative
agency Curiosity, is part of the Ad Council and NHTSA's
long-running campaign that has been working to prevent
alcohol-impaired driving since 1983.
Despite decades of progress educating the public about buzzed
driving, there is still work to be done. On average, someone in
America is killed by alcohol-impaired driving every 39 minutes,
according to the latest data from NHTSA. And in the latest
available year of reporting, alcohol-impaired driving crashes
claimed the lives of 13,384 individuals — a 14.2% jump from
the previous year.
The new TV PSA, titled "Your Life Sounds Great," encourages
responsible driving behavior by highlighting how driving "buzzed"
can result in devastating consequences for individuals and those
around them. Using immersive audio and first-person glimpses, the
spot uses vignettes of life's simple, beautiful moments to remind
viewers how buzzed driving can bring all of those moments to a
screeching halt. The end of the TV PSA features the campaign's
tagline and reminds viewers that "Buzzed driving is drunk driving.
Don't drive buzzed."
"The Ad Council has a longstanding commitment to
alcohol-impaired driving prevention, dating back to 1983 with the
release of the iconic Friends Don't Let Friends Drive Drunk
campaign," said Michelle Hillman,
Chief Campaign Development Officer of the Ad Council. "This new
creative was designed to connect with our audience in a relatable,
authentic, and emotional way to prompt young men to plan ahead and
catch a sober ride instead of driving drunk. We're thankful for our
partners and their shared commitment to keep saving lives."
"Every single person who has touched this campaign has felt the
gravity of what we are trying to accomplish," said Jane Manchester, Creative Director, Curiosity.
"Our director, Matt Bieler of Magna
Productions, said it best, "in advertising we always say, we're not
saving lives, but with this project we actually can." I couldn't
agree more."
"A buzzed driver is an impaired driver. This campaign supports
our life saving mission of preventing tragedies on our roads by
increasing awareness of the dangers of drunk driving," said NHTSA
Deputy Administrator Sophie Shulman.
"This new approach to our messaging will resonate with all
audiences and is a powerful reminder to not drive after drinking
because - buzzed driving is drunk driving."
The new campaign assets will be distributed across TV, radio,
print, Out-Of-Home (OOH) and digital throughout the country in time
and space donated by the Ad Council's media partners.
The Ad Council
The Ad Council convenes creative storytellers to educate, unite and
uplift audiences by opening hearts, inspiring action and
accelerating change around the most pressing issues in America.
Since the non-profit's founding, the organization and its partners
in advertising, media, marketing and tech have been behind some of
the country's most iconic and impactful campaigns – Smokey Bear, A Mind Is a Terrible Thing to
Waste, Love Has No Labels, Tear the Paper Ceiling and many more.
With a current focus on mental health, racial justice, gun violence
and other critical issues, the Ad Council's national campaigns
encompass advertising and media content, ground game and community
efforts, trusted messenger and influencer engagement, among other
innovative strategies to move the needle on the most important
issues of the day.
To learn more or get involved, visit AdCouncil.org, join
the Ad Council's communities
on Facebook, Instagram, LinkedIn and Twitter,
and view campaign creative on YouTube.
NHTSA
For more than 50 years, the National Highway Traffic Safety
Administration (NHTSA) has served as the key federal agency charged
with improving safety on our nation's roadways. As part of the U.S.
Department of Transportation, NHTSA is working to reduce
traffic-related deaths and injuries by promoting the use of seat
belts and child safety seats; helping states and local communities
address the threat of distracted, drunk and drug-impaired drivers;
regulating vehicle safety standards and investigating safety
defects in motor vehicles; establishing and enforcing fuel economy
standards; conducting research on driver behavior and traffic
safety; and providing consumer information on issues ranging from
child passenger safety to impaired driving. For more information
visit www.nhtsa.gov.
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SOURCE The Ad Council