Campaign announces start of statewide drunk driving crackdown
As Michigan prepares to embark upon a statewide, end-of-summer crackdown on drunk drivers, federally funded TV and radio ads highlight how a drunk driving conviction can follow a person for a long time. The ads, aimed specifically at young men, are part of a comprehensive advertising campaign that begins Wednesday.
The TV spot features a convicted drunk driver and how the DUI literally follows him around in his daily life. The young man drags a keg representing the arrest as he walks through town because he no longer has a license. He then attempts to withdraw funds via an ATM, only to discover he has insufficient funds in his bank account because of the costly arrest.
“A drunk driving arrest is a costly proposition,” said Michael L. Prince, Michigan Office of Highway Safety Planning (OHSP) director. “But doesn’t compare to the deaths and injuries caused by drunk drivers each year. If you drive drunk you will be arrested. No warnings. No second chances.”
The advertising blitz, sponsored by OHSP, warns motorists that the Drunk Driving. Over the Limit. Under Arrest. statewide crackdown starts Aug.19 and runs through Sept. 6. TV, cable and radio ads will run Wednesday through Sunday for three weeks on stations in the Detroit, Flint, and Grand Rapids media markets.
Ads will also appear on sports and video gaming websites such as MLB.com, GameSpot.com and XBOX.com, all popular with men ages 21 to 34, the group most likely to drive drunk. Movie theater advertising will also be shown in the Detroit, Flint, and Grand Rapids media markets..
Advertising concepts were developed based on focus group findings that indicate men ages 21 to 34 are most concerned with the monetary consequences of a drunk driving arrest and conviction. No state general fund money is being used to support this effort. Federal traffic safety dollars are funding the ad campaign.
The “Keg and Chain” ad can be viewed at www.youtube.com/ohsp.
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One Comment
Always be sure to drive safe and in accordance with the law, especially at your Fantasy Football parties in the upcoming weeks.