Word: drunks
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Dates: during 1980-1989
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...Project's efforts have resulted in the three big TV networks broadcasting anti-drunk driving announcements up to 20 times per week this holiday season. The Project's public service ads will occupy air time that Winsten estimates is worth $100,000,000. In addition, Winsten persuaded 13 Hollywood television studios to include lines of dialogue encouraging use of the designated driver in the scripts of many prime-time shows...
...tremendous idea. TV is so influential. This is a tremendous opportunity to educate Americans to the idea that drinking and driving is socially unacceptable," says Vicki Walling Smith of Mothers Against Drunk Driving (MADD), the largest anti-drunk driving organization on the country...
Abuse of alcohol "is an enormous problem area. Young adults use alcohol as a rite of passage, for male bonding, to ease socialization. We've tried to carve out something doable and achievable...Drunk driving is a more comfortable way to raise the issue of alcohol abuse," Winsten says...
Even campaigns against drunk driving have encountered trouble. Previous anti-drunk driving campaigns have used advertisements saying, in essence, "Don't Drink and Drive or You'll Get Caught," say participants in the Project. But these campaigns have not been effective, because so few people are ever arrested for drunk driving, say those fighting the problem...
Unlike most anti-drunk driving efforts, which confine their media work to sponsoring public service ads, the Project is also trying a new approach...