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New NHTSA Communications: Buzzed Driving TV Ads, Seat Belts CIOT, CPS Partnership, Demonstration Projects

This webinar highlights the latest NHTSA communications initiatives, including the new buzzed driving TV ads, seat belts CIOT campaign, CPS partnership, and demonstration projects on youth access, underage drinking, and distracted driving.

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New NHTSA Communications: Buzzed Driving TV Ads, Seat Belts CIOT, CPS Partnership, Demonstration Projects

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  1. GHSA Webinar January 25, 2012 Sue GorcowskiOffice of CommunicationsNational Highway Traffic Safety Administration

  2. Impaired Driving • Seat Belts / CPS • Demonstration Projects • Distracted Driving • TrafficSafetyMarketing.gov What’s New in NHTSA Communications

  3. New Buzzed Ads • Target audience – Males 21-34 • Main Messages • “Getting pulled over could cost you $10,000” • “Nothing kills a buzz like getting pulled over for Buzzed Driving” • TV, Radio, Print, Outdoor, Online Buzzed Driving is Drunk Driving

  4. TV Ads Sample Online Banner Ad Buzzed Driving is Drunk Driving

  5. The loose “translation” is “Drive Sober or You Will Be Arrested” • Target Audience: 18- to 34-year-olds ManejaTomado Y SerásArrestado – New Spanish Ad

  6. New national ad for 2012 • Nighttime enforcement will be a new area of emphasis • Primary target audience remains males 18-34 • TV, radio, online, Web and print Seat BeltsCIOT – New Campaign

  7. Ad Council partner • Anticipated release date March 2012 • Creative includes: • TV • Radio • Print • Outdoor • Digital/Online • Social (English only) • English and Spanish CPS New PSA Material

  8. “Think Safe, Be Safe, Ride Safe” • Educational Materials • PSAs CPS Partnership: Chuggington

  9. Aligned with our new recommendations • Older children rear-facing • Older children forward-facing • Bigger children in boosters • Posted on NHTSA image library CPS New Photos

  10. Combined • 3-Year HVE in Oklahoma and Tennessee. • Each State will run six campaign waves. • Four waves will precede national campaigns.  • Audience:  Male drivers ages 18-34 (to believe heightened enforcement in place on continuous basis) • Message:  law enforcement will detect and enforce impaired driving, seat belt non-use, and other traffic violations with visibly placed and carefully timed enforcement. • Ad Campaign:  Bubbles Demonstration Projects

  11. Youth Access • 1-Year HVE in Greenville, SC; Aroostook County, ME; Louisville, KY; and Mason City, IA • Audience:Teens 15-20 who drink and drive • Message: Stepped-up enforcement on the lookout for underage drinking, while driving • Ad Campaign: Underage Drinking Adult Consequences Demonstration Projects

  12. OMG! • State Attorneys’ General Effort Distracted Driving

  13. Re-launched in August • One-stop shop for all communications content TrafficSafetyMarketing.gov

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