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New Impaired Driving Tagline

New Impaired Driving Tagline. Campaign to Eliminate Drunk Driving 5th Anniversary MADD November 16, 2011 Washington, DC. Presented by Susan McMeen. Impaired-Driving Taglines. New tagline. Old tagline. Policy. Program. Communications. The Disciplined Process. Policy Program

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New Impaired Driving Tagline

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  1. New Impaired Driving Tagline Campaign to Eliminate Drunk Driving 5th Anniversary MADD November 16, 2011 Washington, DC Presented by Susan McMeen

  2. Impaired-Driving Taglines New tagline Old tagline

  3. Policy Program Communications The Disciplined Process • Policy • Program • Traffic Research • FARS Data • Enforcement Data • VMT Data • Communications • Market Research • Communications Plan • Creative Development

  4. Why a new campaign? • Stakeholder issues with current tagline: • Drunk driving means already too far gone • Limit means no wiggle room • Not believable

  5. Stakeholders Meeting Recap • Meeting objectives: • Uncover strong objections related to tagline • Cultivate support of new tagline process • Gather guidance to be incorporated in creative brief for new campaign

  6. Stakeholders Meeting Recap • Feedback received on the following: • High-visibility enforcement • Target audience • Impaired driving versus drunk driving • Discussion on current popular taglines

  7. What We Found Out • New tagline should: • State or strongly imply a consequence • Not use “jail” • Jail is not the case in all States • Have an emotional appeal • Communicate “impairment” • Drunk, trashed, hammered are too far gone • Sound believable

  8. Campaign Objectives • Behavioral: • Convince licensed male drivers ages 21-34 who plan on drinking, not to drive impaired. • Communications: • Generate high awareness of stepped-up enforcement regarding drinking and driving, and highlight the embarrassing consequences and costs of being pulled over and/or arrested.

  9. Target Audience • Men ages 21-34 who consume alcohol on a regular basis. Particularly Caucasians and newly arrived Latinos. • Important segments: • Risk-takers • Blue collar workers • College students

  10. Focus Groups • Testing in three cities. Two groups per night. Twelve groups total. • March 9-10: Indianapolis, IN • March 16-17: Orlando, FL • April 27-28: Schaumburg, IL • Participants • Men ages 21-34 who consume alcohol on a regular basis • Blue collar workers • Self-professed risk-takers

  11. Other Findings • “Impaired” is not in the target audience’s dictionary relative to “drunk” • Impaired never mentioned without prompting • Words used most were drunk driving or DUI • Impaired is a legal term – never used in everyday language • Buzzed does not mean drunk • Words most used for “drunk”: • Wasted • Hammered • Smashed • Sloshed

  12. Invisible Cop Animatic

  13. Drive Sober Ad

  14. Game

  15. The Daily Show – Bar Rescue

  16. Drive Sober Landing Page

  17. One Minute Behind-the-Scenes

  18. New Buzzed Driving Campaign • New Buzzed Driving Ad Campaign • Highlighting the Consequences • Launch in December

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