TVB and Ad Council partner with local TV stations to prevent drunk driving over the holidays

19th The annual Project Roadblock reminds vacationers and partygoers to get a safe ride home

NEW YORK, December 21, 2022 /PRNewswire/ — The Television Advertising Bureau (TVB), in partnership with the US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) and the Ad Council’s “Buzzed Driving is Drunk Driving” PSA campaign, announced the 19th the annual Project Roadblock initiative, in which local broadcast television stations donate advertising airtime to make road travel safer during the holiday season.

Drinking and driving is a serious and growing public safety issue. According to the latest NHTSA data, deaths in alcohol-impaired driving accidents increased by 14.3% (10,196 to 11,654) from 2019 to 2020. Additionally, deaths involving at least one alcohol-impaired driver increased by 30% of all traffic deaths. in the United States for the year.

For nearly two decades, local broadcast television stations have participated in Project Roadblock by airing Buzzed Driving Prevention PSAs during the six-day period between 26 and 31 Decemberwith special pressure at 10 p.m local time on New Year’s Eve.

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Last year’s Project Roadblock received nearly 125 local business sponsors for Project Roadblock PSAs. Since Project Roadblock’s inaugural year in 2004, more donations have been made by television stations across the country $153 million in media value to support this effort. TV stations have already made a strong commitment in 2022. Continuing in recent years, stations from every state have pledged their early support to Project Roadblock, demonstrating the industry’s commitment to this rescue campaign.

“Local broadcast television stations’ commitment to Project Roadblock each year is an extension of their mission to serve communities with vital information every day,” said Steve Lanzano, President and CEO of TVB. “For the 19th year, TV stations will be sharing anti-buzzed driving messages during the holiday season. With registrations exceeding, it’s clear that broadcasters are committed to raising awareness of the dangers of impaired driving.”

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The PSAs conclude with the tagline “Buzzed Driving is Drunk Driving,” reminding drivers to catch a sober ride rather than getting behind the wheel after drinking. All PSA distribution and delivery will be handled by Extreme Reach, the global leader in creative logistics and omnichannel campaign activation.

“With the number of drunk driving deaths on the rise, we want to do everything we can to make sure people are getting home safely this holiday season,” said Michelle Hillman, Ad Council’s Chief Campaign Development Officer. “Thank you to all the broadcast TV stations that have made Project Roadblock so successful over the past few years, and we look forward to your support again this year.”

For more information about Project Roadblock, visit, and follow the campaign online using the #ProjectRoadblock hashtag on Facebook and Twitter.

The Advertisements Council
The Ad Council brings together the most creative minds in advertising and media to address the most worthy causes. An innovator, pro bono Social good campaigns raise awareness. They encourage action. They save lives. To learn more, visit, follow the Ad Council community on Facebook and Twitterand see the creative on YouTube.

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TVB is the nonprofit trade association representing America’s local broadcast television industry, including linear and digital platforms. Its members include US television stations, television broadcasting groups, advertising sales representatives, syndicators, international broadcasters and associate members. TVB actively promotes local media marketing solutions to the advertising community and works to develop advertising dollars for multiple media platforms, including on-air, online and mobile. TVB provides a diverse range of tools and resources, including its website, to support its members and help advertisers make the most of local ad dollars.

SOURCE The Advertisements Council


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