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.
What is Project Roadblock?
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.)
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.
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
10 P.M. New Year's Eve Roadblock
Add Your Station Logo to the Spots
Spread the Word via Social Media
Educate Your Viewers
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.