What is Project Roadblock? | The Results | How Can Stations Participate?

For the 11th consecutive year, TVB is joining with the Ad Council and the National Highway Traffic Safety Administration (NHTSA) to harness the power of local broadcast television to fight drunk driving during the holiday season.

Every local broadcast TV station is encouraged to join Project Roadblock. You do NOT have to be a TVB member to participate.

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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 through New Year's Eve.

Now in its 11th 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 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.)

The Results

In 2013, Project Roadblock resulted in more than 870 broadcast television stations donating over 43,000 placements of on-air, digital subchannel, online and mobile time and space. Stations contributed an estimated $5.5 million dollars of airtime over the six day period, up from $4.3 million in 2012.

According to a national survey conducted by the Ad Council in January 2013, only eight percent of adults age 21+ 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 Prevention PSA following the Project Roadblock flight.

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How Can Stations Participate?

The 2014 campaign introduces a 10 second cut-down of the Ad Council's “Neon Signs” creative, now available in English and Spanish HD/SD formats.

Donate On-Air, DT2, Online and Mobile Airtime
The Project Roadblock flight is December 26th – December 31st. Click on How to Get the Creative, or on the upper left side of this page for on-air, DT2, online and mobile PSA creative. Please donate your multi-platform media time and space generously.

10 P.M. New Year's Eve Roadblock
Run a 'Buzzed Driving PSA' of any length in your closest 10p break on New Year's Eve and help create a national unwired network message.

Add Your Station Logo to the Spots
Several English and Spanish spots include space on the end slate to insert your station logo. These include: “Neon Signs” in :30, :15, :10 and :05 second lengths, as well as “Neon Signs – Spanish” in :15, :10 and :05 second lengths.

Spread the Word via Social Media
Text, Twitter and Facebook are great ways to extend the “Don’t Drink and Drive” message to viewers. New social media copy and creatives are now available.

Offer Sponsorships
Project Roadblock is an excellent source of non-traditional revenue. 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


Access compelling "Talking Points" about drunk driving and Project Roadblock for your local news.
Keep your roads safe by partnering with local taxi services to advise viewers of free rides and with other local services that assist viewers with safe holiday driving.

Be Counted! Join Project Roadblock!

Sign up by completing the Station Pledge Form. The Station Pledge Form along with a list of participating stations and links to the creative can also be found on the upper left side of this page.


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Many thanks to the media press for their ad space donations to Project Roadblock.
 
 
 

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