What is Project Roadblock?
Now in its 10th year, Project Roadblock continues to demonstrate the power of local broadcast television to influence, persuade and affect social behavior, as well as TV broadcasters’ commitment to the safety of their communities.
Project Roadblock: Local TV Puts the Brakes on Drunk Driving is a voluntary PSA initiative solely for local broadcast TV stations. This multiplatform, anti-drunk-driving campaign runs during one of the deadliest auto-fatality weeks of the year, the holiday week of Dec. 26th through New Year's Eve.
Project Roadblock is the largest annual station-supported initiative in support of a single PSA campaign. It does not replace other PSA commitments that TV stations proudly support.
In 2012, Project Roadblock resulted in more than 1,370 broadcast television stations and Digital Sub Channels donating almost 50,000 placements of on-air, online and mobile time and space. The PSAs reached 99.8% of US television households in 205 markets, with stations contributing an estimated $4.3 million dollars of air time over the six day period.
According to a national survey conducted by the Ad Council in January 2013, only eight percent of adults age 21 plus said they would be “extremely” or “very” likely to drive home while buzzed, down nearly 50% from those surveyed in 2005. Most notably, a higher percentage (49%) say they would “always” get a ride, taxi or public transport rather than drive if they felt buzzed, an increase of 17% from 2005.
Project Roadblock/Buzzed Driving Awareness is at its highest level since the campaign began. According to a 2011 post Roadblock analysis, 58% of the adult public, and 61% of the core target, men age 21-35, reported having seen or heard a Buzzed driving PSA following the Project Roadblock flight.
How Can Stations Participate?
The 2013 campaign will premiere the Ad Council's newest PSA creative: “Neon Signs.”
Donate On-Air, Online and Mobile media time and space
The Project Roadblock flight is December 26th – December 31st. Click on How to Get the Creative, here, or on the upper left side of this page for on-air, online and mobile PSA creative. Please donate your multi-platform media time and space generously.
Participate in the 10th Anniversary, 10pm New Year’s Eve PSA Roadblock
Run a Project Roadblock PSA (of any length) at 10pm on New Year’s Eve, and join hundreds of participating stations to create an anti-drunk driving, nationwide advertising roadblock.
Add your Station Logo to the spots
There are several spots with space on the end slate to insert your station logo and web address.
Spread the word via Social Media
Text, Twitter and Facebook are great ways to extend the “Don’t Drink and Drive” message to viewers. Click here for Social Media copy and creative.
This year, English and Spanish spots are available for sponsorship. Sponsoring Project Roadblock is a wonderful opportunity for local advertisers to partner with stations and help keep their communities safe.
Click here for Ad Council Sponsorship Information
Educate Your Viewers
Click here for stats and facts about drunk driving and Project Roadblock for your local news.
Many stations partner with local taxi services to advise viewers of free rides and other local services that assist local viewers with safe holiday driving.
Earn a Silver Bell!
In recognition of all that local broadcast TV stations do in support of Ad Council PSA campaigns and Project Roadblock, each year a broadcast TV station is awarded the coveted Ad Council Silver Bell award. In 2013 the Silver Bell was awarded to Cox’s WSB-TV.
Michael Sneed, VP Global Corporate Affairs, Johnson & Johnson presents the 2013 Silver Bell to Jocelyn Dorsey, Editorial/Public Affairs Director, WSB-TV.
Be Counted! – Join Project Roadblock
To Join the Roadblock
Sign up by completing the Station Pledge Form on the upper left side of this page, or click here. A list of participating stations, social networking options and links to the creative can also be found on the upper left.
Many thanks to the media press for their ad space donations to Project Roadblock.