The Ad Council and NHTSA are out with a new drinking and driving message aimed at drivers who may not think they are too drunk to drive. (December 27)


Drunk Driving Prevention


Breadth of Problem

Impaired and drunk driving is one of the most frequently committed violent crimes in the U.S., killing more than 17,400 people in 2003 and affecting one in three Americans. For several years the fatality numbers remained steady, and from 2000-2002 impaired driving deaths increased. However, fatalities did decrease slightly in 2003. Drunk driving is one of the most often committed crimes, killing someone in America every 32 minutes.

Key Insights

Anti-Drunk Driving messages have been ineffective in changing the behavior of young men, because, in their minds the messages are directed at 'drunk drivers,' not them. More than anything, they value the control they have in their lives. They don't realize how much control they surrender after consuming even a small amount of alcohol.
"Buzzed" is the regular drinking level descriptor of choice, not "drunk." "Drunk" = out of control or noticeably impaired.
Driving after drinking is seen as necessary, there is no alternative.
Chances of being caught are slim
Killing someone is not even in the realm of consideration.
Ad Council's Strategic Solution


Purpose of the Advertising

To get people to begin to talk about and recognize the dangers of "buzzed" driving. And subsequently get people to stop driving buzzed.

Target Audience

People who drink and drive yet don't consider themselves to be hazards on the roadways or a drunk driver.

Many of these people believe that drunk driving is a terrible thing and are quick to condemn people who do it. But they simply don't equate their own behavior with the spread of this epidemic. Sanitized by the statistics, drunk driving is seen as almost academic, worlds apart from their own post-party decision-making.

The main target is men, aged 18-34, well-meaning "average Joes" who certainly don't mean any harm but nevertheless continue to drink and drive. These men tend to either feel invincible or just unrealistically optimistic about the control they have.

Key Thought

Buzz driving is drunk driving.
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Drunk Driving Prevention
Available Fullfillment and Resources


NHTSA

The U.S. Department of Transportation, National Highway Traffic Safety Administration (NHTSA) is responsible for reducing deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by setting and enforcing safety performance standards for motor vehicles and motor vehicle equipment, and through grants to state and local governments to enable them to conduct effective local highway safety programs. NHTSA investigates safety defects in motor vehicles, sets and enforces fuel economy standards, helps states and local communities reduce the threat of drunk drivers, promotes the use of safety belts, child safety seats and air bags, investigates odometer fraud, establishes and enforces vehicle anti-theft regulations and provides consumer information on motor vehicle safety topics.

www.nhtsa.dot.gov