Drunk Driving Prevention

1
Drunk Driving Prevention Robin Mayer Kathy Crosby
2
Issue

• Since 1983, the Drunk Driving Prevention campaign
  has received over 1 billion in donated media
• Friends Dont Let Friends Drive Drunk became the
  mantra that changed the social norm
• 68 of Americans exposed to the advertising have
  tried to prevent someone from driving drunk
• From 1982 until 1999, the percentage of alcohol
  related fatalities steadily declined from 57 to
  38

3
Issue

• In 2000 alcohol-related deaths increased,
  especially among moderately impaired young males,
  age 18-34

4
Issue

• With young men being responsible for 60 of all
  alcohol-related crashes, a peer-to-peer
  intervener message was re-evaluated
• A new plan to talk directly to the impaired
  drinker was developed

5
Campaign Objectives

• Reframe what it means to be a drunk driver around
  the commonly-used term buzzed
• Create the norm that driving buzzed" is
  dangerous
• Inspire new avenues of dialogue for interveners
• Motivate drivers to stop driving buzzed

6
Political Landscape - Sue

• Any message that potentially interferes with the
  sale of a consumer product is problematic
• The message is anti-drinking and driving, not
  anti-consumption
• There is a very strong alcohol lobby with a
  vested interest in this issue
• Alcohol manufactures, distributors, retailers,
  hospitality industry
• Traffic safety advocates

7
Strategic Considerations - Sue

• There is real ambiguity about being considered
  legally impaired at .08 blood alcohol content
• How many drinks in how much time over the legal
  limit?
• Its difficult to show visual impairment cues
  without crossing the line into falling-down
  drunk imagery
• Alcohol itself is not the problem drinking too
  much and then driving is the issue
• No one product or type of alcohol can be
  singled-out

8
Campaign Strategy

• Target Audience
• Young men, 18-34, who drink and drive, dont mean
  any harm, and dont consider themselves to be
  hazards on the road
• Core Insight
• Anti-drunk driving messages have been ineffective
  in changing their behavior because, in their
  minds, the messages are directed at drunk
  drivers not them
• Because they arent drunk drivers, they have
  found ways to deflect well-meaning interveners

9
Campaign Strategy

• Current Mindset Drunk Drivers Are Terrible
  People
• Young men are quick to condemn drunk drivers but
  they view themselves as skilled drinking drivers
  and think nothing of getting behind the wheel
• Im not drunkIm just buzzed
• Im fine and can handle itIm not a drunk
  driver
• Desired Mindset Its Dangerous To Drive Buzzed
• There is no confusion about buzzed young men
  know what it is
• Youve had just a few but dont think your
  drunk, yet youre potentially a danger on the
  road

10
Campaign Strategy

• Key Message
• Buzzed driving IS drunk driving
• Reason Why
• You dont realize that from the moment you begin
  drinking, your judgment becomes impaired
• Its easy to tell when youve had way too many to
  drive, but even one drink can significantly slow
  reaction time and have serious consequences

11
Creative Presentation
12
Campaign Elements

• Television
• Radio
• Web Banners
• Print (newspaper, magazine)
• Out-of-home
• Public Relations

13
Print Executions
14
OOH Execution
15
Campaign Results

• Buzzed has earned 104 million in donated media
  in 21 months
• Nearly 35 of all adults said they have seen or
  heard about the campaign, including 41 of men
  18-35
• Among those who saw the PSAs, 22 said they
  spoke with loved ones about the message
• Among those who saw the ads, 80 said they will
  be extremely/somewhat effective in influencing
  people to reconsider driving when buzzed

16
Lessons Learned

• Campaign success driven by
• Ensure campaign has approval from the very top of
  the organization
• Invite your advocates and adversaries into the
  process so there are no surprises
• Strategize about possible concerns and know how
  to address them
• Be resolute to weathering a storm