TVB Runs Project Roadblock with Back Roads Spot

Currently in its thirteenth year, Project Roadblock by TVB has returned with a new spot titled Back Roads, which discourages drunk-driving.

The Television Bureau of Advertising (TVB) has launched its thirteenth annual installation of Project Roadblock. The push welcomes donated airtime from local broadcast television stations, in support of the National Highway Traffic Safety Administration and Ad Council’s Buzzed Driving is Drunk Driving campaign.

For the message to reach those who would benefit most, the Ad Council is running an exercise across TV stations in the 10 states that accounted for 53 percent of all alcohol-impaired driving fatalities in 2015—Texas, California, Florida, North Carolina, Georgia, Pennsylvania, Ohio, New York, Illinois, and South Carolina.

“For 12 years, local television stations have demonstrated their commitment to the safety of their local communities. Through the efforts of Project Roadblock, local broadcasters have impacted our nation by increasing awareness and reducing incidents of drunk driving,” said Steve Lanzano, President and CEO of TVB.

Stations will have exclusive access to a Back Roads, a new advertisement created pro bono by Cog NYC to help individuals recognise the warning signs of having had too much to drink. The spot ends with the tagline, “Probably Okay isn’t Okay” to remind drivers to get home safely, instead of getting behind the wheel.

Stations will also have access to existing English- and Spanish-language PSAs, which illustrate that getting pulled over for buzzed driving can cost around $10,000 in fines, legal fees, and increased insurance rates. In many markets, said PSAs are also sponsored by local businesses, who underwrite the message in support.

Distribution of the new public service advertisement began on 15 December. Extreme Reach, the cloud technology platform for television and video advertising workflow and talent and rights management, is backing the latest TVB effort, support which includes fee waivers for delivering the commercials to local broadcasters.