Drunk Driving Media Campaigns an analysis of social activism through media campaigns

Buzzed Driving is Drunk Driving

The Campaign: "Buzzed Driving is Drunk Driving" (formerly known as "Friends Don't Let Friends Drive Drunk") is a media campaign by AdCouncil against drunk driving. Since it's establishment in 1983, nearly 70% of Americans have to attempted to stop someone driving drunk. As of 2017, the campaign's current tagline "Probably Okay isn't Okay" helps people recognize their own impairment and take responsibility for their actions. The tagline also reminds people to find a safe way home.

Analysis: Since changing their campaign strategy to its current 2017 version, I believe that this campaign is successful. Many people I know still choose to drive, even when they are only buzzed or slightly drunk, motor skills and judgment impairment are still very much an issue. The first ad (top) features a woman dressed as a "warning sign" to remind people that they are not sober, and therefore, should not drive. The ad has several variations. The newer ads (bottom) instead look at the repercussions of driving drunk.

Campaign to Eliminate Drunk Driving

The Campaign: This campaign was started in 2006 by Mothers Against Drunk Driving (MADD). 13,000 people were losing their lives to drunk driving EVERY year, so this campaign emphasizes three steps to stop drunk driving. (1. Support our heroes 2. Sober to start 3. Secure the future). There were many critics to this campaign, however, this campaign caused a lot of positive changes with interlock laws and alcohol detection technology.

Analysis: Mothers Against Drunk Driving (MADD) organization has made significant strides against drunk driving. There campaign has encouraged many people to step up and has created many advances in regards to laws and technology against drunk driving. The organization itself is one of the largest non-profits, and have many resources along with their "Campaign to Eliminate Drunk Driving". Although the campaign itself is not catchy or visually appealing, it was provocative enough to result in significant changes against drunk driving.


Stop the Violence Don't Drink and Drive

The Campaign: The following campaign consists of five powerful images to stop drunk driving. The advertisements were put out by Terremoto Propaganda in Curitiba, Brazil. This is a print advertisement for Ecovia, a road construction company in Brazil.

Analysis: The images below show people being punched in the face. On the face and hand there is an image of a vehicle. This represents a collision. These set of images are extremely powerful and symbolic of not only a vehicle collision itself, but the repercussions it has on the person, since they are being punched in the face.

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