Safety

The Ad Council has focused on drunk driving prevention since 1983, with the release of the now-classic “Friends Don’t Let Friends Drive Drunk” campaign. As the idea of a designated driver became the cultural norm, but alcohol-related driving fatalities began to increase, we recognized the need for a new approach. In 2005, we refreshed our classic campaign with a new message: “Buzzed Driving is Drunk Driving."

The most recent iteration of the Buzzed Driving Prevention campaign effort prompts young men 21 to 34 to examine their own warning signs of impairment and take responsibility for their decisions behind the wheel by reminding them: If you need to do something to make yourself feel okay to drive, you're not okay to drive.

Motor vehicle crashes remain a leading cause of death for children under 14. This campaign celebrates child car safety as an act of love and reminds parents and caregivers that loving and protecting their children means double-checking that they are secured in the right car seat for their age and size.

PSAs direct parents and caregivers to NHTSA.gov/TheRightSeat or NHTSA.gov/Protegidos to find the right seat for their child’s age and size.

Using your phone while driving is dangerous. According to the National Highway Traffic Safety Administration (NHTSA), over the ten-year period from 2012 to 2021, over 32,000 people died in distraction-affected crashes. And even though drivers know that using their phone while driving is dangerous, they’re doing it anyway, from sending messages or checking apps to creating content.

The temptation for tech is visceral and ever-present, so drivers don’t always realize when they shift into distracted driving. To help address the disconnect between awareness and behavior, the campaign aims to name the problem and encourages drivers ages 18-34 to keep their eyes forward and avoid driving distracted.

Although several states have legalized marijuana use, driving when impaired by any substance remains illegal in all 50 states and in Washington, D.C.

Many marijuana users don’t see a problem with driving after use, but research shows marijuana can slow reaction time, impair judgment of distance, and decrease coordination - all skills necessary for the safe operating of a vehicle.

Our campaign targets young men aged 18 to 34, many of whom reject the common stereotypes of marijuana users - and reminds viewers that if you feel different, you drive different. Don't drive high.

In recent years, devastating earthquakes, tornadoes, floods and wildfires have highlighted the need for all Americans, regardless of background or location, to prepare for disasters. However, according to the Federal Emergency Management Agency (FEMA), half of Americans have not discussed or developed a family emergency plan.

Since 2003, our campaign has empowered individuals, families, small businesses, and communities to prepare for disasters. “Ready” encourages families to start a conversation with their loved ones and plan for emergencies with three steps: 1) assess your needs, 2) make a plan, 3) engage your support network.

The Ready campaign now includes PSAs developed specifically for Latino, Black, older adult, and Asian American audiences, in addition to the general market work, that encourages, educates, and empowers families to develop their own emergency preparedness plans by visiting Listo.gov/plan, Ready.gov/plan, Ready.gov/Start, Ready.gov/OlderAdults or Listo.gov/AdultosMayores.

In any crisis, time is precious. Those in crisis need time to think things over, to seek professional support, and to heal. When a loved one is saying or doing things that suggest they intend to harm themselves or others, having access to a gun can create a dangerous situation.

Extreme risk laws currently exist in 21 states and Washington D.C. In Illinois, these civil orders – known as Firearm Restraining Orders (FROs) – temporarily prevent someone in crisis from purchasing or possessing firearms. By doing so, they can pause a potentially deadly situation and give someone the time they need to heal.

Air the new Illinois-specific Extreme Risk Laws Education PSA to raise awareness of how Firearm Restraining Orders can be used as a crisis intervention tool for loved ones. Visit Illinois.gov/PauseToHeal to learn more.

Pediatric vehicular heatstroke is the leading cause of non-crash, vehicle-related fatalities for children aged 14 and younger. Parked cars get hot, fast – and can be deadly. A child’s body temperature rises 3-5 times faster than an adult’s does, and even at temperatures as low as 60°F, a child that has been forgotten or left behind or gained access to a parked car can be at risk of heatstroke within minutes. This campaign reminds families with children that these tragedies can happen to anyone, but they are always preventable.

To learn more about how to prevent heatstroke deaths visit www.nhtsa.gov/heatstroke or www.nhtsa.gov/hipertermia.

Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast television stations and is the largest annual station-supported initiative of a single PSA campaign. Sponsored by TVB, the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), and the Ad Council, Project Roadblock highlights the dangers of drinking and driving and subsequently motivates men 21-34 years-old to stop driving ‘buzzed.’

For over 20 years, Project Roadblock has proven its ability to inspire change, create impact, and save lives. However, even with this monumental effort, there is still work to be done. In 2022 there were over 13,000 fatalities involving alcohol-impaired driving, or roughly one fatality every 39 minutes. Your support of Project Roadblock raises awareness on this important issue, as we strive to put the brakes on drunk driving. With your help this upcoming December, the road to safety continues.

It's important to support Project Roadblock during the December 26 - 31 period, which is historically one of the most dangerous times to be on the road. Get ahead of the curve by downloading and slotting these PSAs into these dates!

Steps to join this year

1. Pledge your station's support

2. Donate on-air, online**, and social media inventory.

3. Air spots during the December 26-31 period in support of Project Roadblock.

**When selecting the online link, banner assets will populate within the 'Ready to Request' tab in the Download Center. Click that tab to view and request tags for the online assets. The banner tags will be delivered in a standard Excel file, which features embedded creative. Your ad operations team should know how to use these to run the banner ads, but if you have specific questions feel free to respond to our delivery email.

Interested in sponsorship?

Sponsorable creative can only be secured through this form. It can not be requested or downloaded through the tabs below.

For assistance, please reach out to Noel Sanchez, nsanchez@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org. Ad Council is closed from 12/23 through the New Year, and queries will not be actively monitored during this time.

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End Family Fire highlights the importance of safe gun storage and introduces the term "family fire," giving a name to a shooting that results from someone misusing an unsecured firearm from the home. Unintentional shootings, firearm suicide, and intentional shootings are all forms of family fire.

With about 42% of U.S. adults living in a gun-owning household and more than 48,000 people dying from gun violence in 2022, it is clear that family fire is an issue that affects communities across the country.

All creative drives to EndFamilyFire.org or DaElSiguientePaso.org where firearm owners can explore safe storage information and personal stories. Firearm owners are encouraged to take the next step to store all their guns more securely to protect their loved ones and communities.