Word: anti-drunk
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Tammy Weddel, of the Public Affairs Department of the National Office for Mothers Against Drunk Driving (MADD) in Hurst, Texas, a lobbyist group against drunk driving, said MADD is "very pleased overall with the broadcasting industry in promoting the anti-drunk driving message." She added that "public awareness has improved overall in the last decade...
Right now, the networks put special emphasis on anti-drunk driving programming during the winter holidays, but the Project would like more effort made. "There's a big peak in drunk driving just before Christmas and New Year's but also around July 4 and Labor Day," says Winsten. "Our goal is to get the mass media doing this year-round...to get American society tuned to the problem year round...
Media interest in drunk driving peaked in 1983 after the fierce lobbying efforts of MADD and other groups resulted in harsher anti-drunk driving legislation and the raising of the drinking age, says DeJong. He cites work done by MADD and the Department of Transportation as "changing the way people view the problem of drunk driving, not seeing it as just one of those things that happens, no longer viewing it as much as an 'accident...
Winsten says he has other campaigns in mind. He would like to create a anti-drunk driving announcement that would run during movie previews. However, the Project has not yet found funding to produce such an ad. Winsten says he also hopes to get a celebrity who has had intimate experience with the problems of drunk driving make public appearances for the campaign...
Although networks have donated time to the project's anti-drunk driving campaign, other financial concerns have been eased by grants from the Max Factor Family Foundation, The Pew Charitable Trust and the Commonwealth Fund totalling $1,000,000 over three years...