Word: projects
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Dates: during 1980-1989
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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...
...Project is also using more traditional methods, by prompting an increase in public service announcements encouraging use of the designated driver. Celebrities like Sajak and Dr. Joyce Brothers will serve as "talking heads" for ads during this holiday season, says Matthew D. Margo, vice-president for programming and practices of CBS' New York broadcast group...
...networks produced the announcements with recent research by Saatchi & Saatchi DFS Compton, an ad agency, in mind. Saatchi & Saatchi's pro bono work for the Project found that young adults often view the designated driver as a "repressive parental figure." Saatchi & Saatchi suggested that the networks portray the driver as "cool...a guy who can party down," says Dr. William DeJong, director of research for Harvard's Center for Health Communication...
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...