Drunk Driving Prevention

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Drunk Driving Prevention Robin Mayer Kathy Crosby
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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

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Issue

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

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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

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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

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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

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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

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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

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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

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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

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Creative Presentation
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Campaign Elements

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

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Print Executions
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OOH Execution
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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

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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