Project Roadblock

To help make roads safer during this time of year, the Television Bureau of Advertising (TVB) today announced the 17th annual Project Roadblock initiative, in which local TV stations donate advertising time and […]

New findings suggest that partnership between TVB, the National Highway Traffic Safety Administration and the Ad Council has contributed to a reduction in drunk driving fatalities during the Holiday Season.

Local broadcasters support the Project Roadblock initiative to combat drunk driving by donating on-air, online and mobile advertising assets to the PSA campaign, which will take place Dec.  26-31, the holiday period with some of the highest incidences of drunk driving fatalities. To commemorate Project Roadblock’s 10th Anniversary, broadcasters will add an advertising roadblock to this year’s campaign by running a Buzzed Driving PSA at 10 p.m. on New Year’s Eve on every participating station across the country.

Since its inception 10 years ago, over half of all Americans recognize the anti-drunk driving PSAs of Project Roadblock. More importantly, awareness among the intended men 21-35 target demo is at 60%. Project Roadblock’s success is possible because of the concern and cooperation of our nation’s broadcast television stations — more than 1,300 primary and D2 stations participated in Project Roadblock 2012.

In the ninth annual Project Roadblock campaign, new Ad Council and NHTSA PSAs illustrate the financial consequences of buzzed driving. The campaign will begin airing on TV stations on Dec. 26.

To make sure the anti-drunk driving message sinks in, the Ad Council, the National Highway Traffic Safety Administration, the TVB and local TV broadcasters are banding together for the ninth annual Project Roadblock anti-drunk driving series of PSAs. This year’s Project Roadblock initiative is called “Project Roadblock: Local TV Puts the Brakes on Drunk Driving” and will run during the week between Christmas and New Year’s Eve.