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Youth

National Highway Traffic Safety Administration and Ad Council Launch Anti-Drinking and Driving Campaign for Teens

Strategic Insights

— 2 min read

The National Highway Traffic Safety Administration (NHTSA) and the Ad Council have announced a new national public service campaign to prevent underage drinking and driving. The campaign, titled "The Ultimate Party Foul," aims to raise awareness among teenagers that drinking and driving is a serious mistake with deadly consequences. The campaign includes television and online public service announcements (PSAs) that portray underage drinking and driving as a grave error, with far more severe consequences than other common "party fouls" like spilling a drink or tripping.

Key Takeaways:

  • The campaign was unveiled on November 7, 2015, at the National Organizations for Youth Safety (NOYS) Teen Safe Driving Summit in Washington, DC.
  • Motor vehicle crashes are the leading cause of death among teens in America, with almost half of teens killed in crashes being the drivers themselves.
  • Despite a minimum legal drinking age of 21 in all 50 states, almost one-quarter of young drivers involved in fatal traffic crashes had alcohol in their systems.
  • The campaign was created pro bono by New York-based ad agency Merkley+Partners and includes television, online, outdoor, and web banner ads.
  • The campaign will also include a branded emoji keyboard, available on both iOS and Android platforms, developed pro bono by Swyft Media.
  • The Ad Council has been working to prevent drunk driving since the 1980s and aims to have an impact on the next generation with this new campaign.
  • The campaign website on Tumblr (ultimatepartyfoul.org) provides information on the consequences of underage drinking and driving, as well as tips on how to avoid drinking and driving.

Statistics:

  • Motor vehicle crashes are the leading cause of death among teens in America, with 5, 166 fatalities in 2012.
  • Almost half of all teen deaths in motor vehicle crashes (2,730) were drivers of the vehicle.
  • Despite a minimum legal drinking age of 21 in all 50 states, almost one-quarter (23.5%) of young drivers involved in fatal traffic crashes had alcohol in their systems (Source: NHTSA).
  • Between 2005 and 2013, the percent of young men who said that they would always get a ride, take a taxi, or use public transport rather than drive if they felt buzzed increased from 38% to 47%.
  • National Teen Driver Safety Week (October 18 to October 24, 2015) is a nationwide effort to raise awareness and seek solutions to preventable teen deaths and injuries on the roads.

Sources:

  • Journal of Transportation (VerticalNews)
  • National Highway Traffic Safety Administration (NHTSA)
  • Ad Council
  • Merkley+Partners
  • Swyft Media
  • NewsRx LLC

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