Alcohol-impaired crashes claim a life every 42 minutes, according to the latest data from the National Highway Traffic Safety Administration (NHTSA). In response to this alarming statistic, the Ad Council and NHTSA have launched a compelling new public service advertisement (PSA) aimed at curbing buzzed driving across the United States. This initiative is particularly timely as 30% of traffic fatalities nationwide involve an alcohol-impaired driver.
The PSA, titled “Lost in a Flash,” seeks to remind viewers of the profound impact that buzzed driving can have on individuals and their communities. It is specifically targeted at Hispanic male drivers aged 21-34, emphasizing how their choices behind the wheel can affect themselves and their loved ones. The campaign is strategically launched during July and August, the deadliest months for alcohol-impaired driving crashes.
The Campaign’s Creative Approach
Created pro bono by the culture-first creative agency MEL, the PSA builds on a longstanding mission to educate audiences about the real and lasting consequences of alcohol-impaired driving. The advertisement resonates with its Spanglish-speaking target audience, delivering an emotional and urgent message: buzzed driving can erase everything you live for in an instant.
The PSA concludes with the campaign’s enduring message: “Manejar Buzzed es Manejar Drunk,” or “Buzzed Driving is Drunk Driving.” This message has been a cornerstone of the Ad Council’s efforts to shift cultural norms around alcohol-impaired driving for over four decades.
Expert Opinions and Agency Commitment
Michelle Hillman, Chief Campaign Development Officer at the Ad Council, emphasized the organization’s commitment to this cause. “Since 1983, the Ad Council and our partners have reminded people what’s at stake every time they choose to get behind the wheel after drinking. This new creative taps into emotion and duty, connecting directly with our audiences to remind them that buzzed driving is drunk driving,” she stated.
NHTSA Chief Counsel Peter Simshauser echoed this sentiment, highlighting the broader impact of buzzed driving. “A crash caused by buzzed driving doesn’t just impact one person, it ripples through families and communities. This new PSA is a critical reminder that buzzed driving is drunk driving. Plan ahead and make safe choices,” he urged.
Luis Miguel Messianu, founder and Chief Creative Officer of MEL, expressed the agency’s dedication to elevating communities through culturally and linguistically relevant advertising. “There is no better way to do that than by meeting people where they are – culturally and linguistically – and by ensuring the safety of families at a historically dangerous time of year to be on the road,” Messianu said.
Historical Context and Campaign Reach
The Ad Council’s efforts to combat impaired driving have a rich history, with iconic campaigns such as “Friends Don’t Let Friends Drive Drunk” shaping public perception and behavior. Since 2000, the current campaign has garnered over 25 billion impressions across various media platforms, demonstrating its significant reach and impact.
The new campaign assets, including TV, digital, print, and out-of-home formats, will be distributed nationwide in time and space donated by the media. This broad dissemination is crucial for reaching diverse audiences and reinforcing the message that buzzed driving is equivalent to drunk driving.
Looking Ahead: Implications and Next Steps
The launch of this PSA represents a continued commitment to reducing alcohol-impaired driving fatalities. As the campaign rolls out, its success will be measured by its ability to change behaviors and save lives. The Ad Council and NHTSA remain focused on their mission to promote safe driving practices and prevent the tragic consequences of buzzed driving.
For more information about the campaign and to view the PSA, visit the Ad Council’s website or follow their social media channels. The NHTSA also provides resources and information on traffic safety and impaired driving prevention on their website.
