Project Roadblock 2012
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For the 9th consecutive year, TVB is joining with the Ad Council and the National Highway Traffic Safety Administration to harness the power of local broadcast television to fight drunk driving.
Every local broadcast TV station is encouraged to join Project Roadblock.
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What is Project Roadblock?
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, and culminates with a concentrated roadblock of on-air spots, texts and tweets on New Year's Eve.
Now in its 9th year, Project Roadblock continues to demonstrate the power of local broadcast television to influence, persuade and affect social behavior, and TV broadcasters’ commitment to the safety of their communities.
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.
What Have Been the Results?
Each year more and more stations join the Roadblock by donating on-air, online and mobile ad time and space. In 2011, 803 stations (plus 277 digital sub channels), reaching 99.8% of U.S. TV Households, donated more than $4 million in on-air time alone.
Project Roadblock/Buzzed Driving Awareness is at its highest level since the campaign began 9 years ago. 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. Additionally, 59% of adults 21+ said they would not drive themselves home if they were out and feeling “buzzed.”
How Can Stations Participate?
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 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.
Add your Station Logo to the spots
The 2012 campaign will once again utilize the Ad Council's “Buzzed Driving is Drunk Driving” PSAs. There are several spots with space on the end slate to insert your station logo and web address. Learn more >>
Offer Sponsorships
This year, there are 6 English and 7 Spanish sponsorable spots. Sponsoring Project Roadblock is a wonderful opportunity for local advertisers to partner with stations and help their community.
Click here for Ad Council Sponsorship Information
Then use the following login to enter the site:
Email: roadblock@adcouncil.tv
Password: project
Get Involved
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. Other stations use Project Roadblock to extend their social media and use Ad Council creative to remind viewers to celebrate responsibly on New Year’s Eve.
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In recognition of all that local broadcast TV stations do in support of the Ad Council PSA campaigns and Project Roadblock, each year a broadcast TV station is awarded the coveted Ad Council Silver Bell award. In 2012 the Silver Bell was awarded to Univision’s KMEX. |
Be Counted!
To Join the Roadblock
Sign up by completing the Station Pledge Form on the upper left side of this page. 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. |
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