The Tombras Group created a nationwide campaign for the U.S. Department of Transportation focusing on the fact that police officers will “see you before you see them” when driving drunk. The message aims to influence the target audience of males 21-34 years of age, who are more afraid of jail than they are of dying. Read below to learn more about this new campaign.
Tombras Creates New Nationwide Impaired Driving Campaign for U.S. Department of Transportation: Drive Sober or Get Pulled Over
By Laura Bower, The Tombras Group
Tuesday, August 30, 2011
KNOXVILLE, Tenn. and WASHINGTON, Aug. 30, 2011 /PRNewswire/ — The Tombras Group is building on the success of its results-oriented, award-winning “Dunk Driving” campaign for the National Highway Traffic Safety Administration (NHTSA) with a second campaign focused on behavior modification for 21-34 year old males. The new “Drive Sober or Get Pulled Over” marketing initiative includes a multi-million dollar TV and radio campaign, an interactive microsite and an innovative drunk-driving YouTube game.
Traditional and non-traditional advertising is now running in every media market across the country featuring “invisible” law enforcement officers observing alcohol-impaired people in a variety of situations. In conjunction with the national ad campaign, state-level departments of transportation are stepping up enforcement in local communities. The message that officers will “see you before you see them” provides a powerful deterrent to impaired driving.
“Through extensive research, we found out that young guys think they’re invincible,” said Charlie Tombras, president and CEO of The Tombras Group. “They think they can drive drunk, and they don’t fear death, but they do fear prison. Enforcement messaging resonates with our target audience.”
Since Tombras and its public relations partner AkinsCrisp Public Strategies, became Agency of Record for NHTSA in 2004, alcohol-impaired traffic fatalities have decreased by 25 percent. Seatbelt usage has increased from 79 percent to 84 percent over the same time period, resulting in more than 12,713 lives saved. Tombras also worked on NHTSA’s highly successful “Click It Or Ticket” campaign.
The annual enforcement crackdown during the high-risk period from August 19 through Labor Day Weekend involves more than 10,000 police departments nationwide.